Skip to main content

The Buy-in Benchmark: How Staff Understanding and Commitment Impact Brand and Business Performance

Buy Article:

$51.63 plus tax (Refund Policy)


This paper considers the way that greater staff understanding (intellectual buy-in) and commitment (emotional buy-in) can enhance brand and business performance. Focusing on internal branding it shows from the literature review why these two issues are important drivers of brand success. The intellectual-emotional buy-in matrix is developed, showing how managers can better use internal communication to enhance employee buy-in and thus achieve better performance. Interviews with 350 managers and employees provided benchmark readings about intellectual and emotional buy-in. Links between buy-in and perceived employee performance are reported. The proportions of employees in each quadrant of the matrix are detailed, with strategies proposed to increase the proportion of “champion” employees. The positive impact effective communication has on buy-in, and therefore performance, is noted.

Document Type: Research Article


Publication date: November 1, 1999

More about this publication?

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more