Architectural branding as brand communication: Does it contribute to employees' brand commitment?

摘要

Corporate buildings are omnipresent in employees' lives. As permanent and multi-sensory brand touch points, they may influence employees' brand commitment in the same way that any other brand communication does. This research analyses the effectiveness of architectural branding - defined by the expression of the brand core, the brand values, and the corporate design in architecture - as an instrument of internal brand management. Following semiotic theory, we argue that experiential corporate buildings have a greater impact on employees' brand commitment than functionalist corporate buildings. Based on employee surveys at three major automotive companies, this research provides evidence that the perception of brand identity in corporate architecture and its positive evaluation in terms of aesthetics strengthens brand commitment. This holds especially true for experiential architecture.