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| Research on the Theoretical Model of the Brand Externalization for Chinese Social Organizations Based on the Grounded Theory |
| ZHANG Ran |
| East China Normal University, Shanghai, China |
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Abstract Based on the method of in-depth interview, this research conducted an exploratory study on the theoretical analysis framework of brand externalization for social organizations in China with the help of grounded theory. The results show that: For Chinese social organizations, branding action (i.e. brand externalization process) consists of three main categories, namely brand positioning, identification and communication, and has a significant impact on organizational brand equity (i.e. brand externalization results); Organizational resource support and market-oriented operation are two important bases for the effective implementation of branding action for social organizations.
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Received: 06 September 2018
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