In the context of communication technologies’ dissemination and use for the generation of non specialized content (user-generated content) — which is also shared and used — it is pertinent to underline the participation of organizational human resources in the co-creation of the organizational brand. Such participation, however, faces some constraints and needs, such as the lack of guidance on brand’s proper use, and the adequacy of communication and knowledge management tools.
In this framework, it is intended to validate a heuristic model that explains how organizations can engage their human resources in branding activities, in info-communicational technology mediated contexts, for brand enhancement purposes. Desirably, such a model should be taken as a driver and trigger the adoption of these practices.
The methodological approach is exploratory, iterative, qualitative, relying on Grounded Theory — an inductive process of knowledge production, recognizing the existence of moments of discovery, close to the constructivist paradigm. The study that leads to the final proposal of a computer-mediated communication model for brand valorization is essentially based on literature review and on a case study that took as technical procedures 1) interview surveys, for a first check of the assumptions underlying the model, 2) the construction of a non-functional prototype of a Participatory Brand Center (PBC), able to express the model’s technological component, and 3) focus groups conducting, in order to achieve the model’s non-experimental validation. The case study focuses on the University of Aveiro (UA) and on the use and appropriation of its brand, by members of its teaching and non-teaching community.
The results of the exploratory interviews, for which it is selected a convenience sample composed by entities considered key players in the promotion of UA’s brand, are combined with the contents gathered via bibliographic research, so they can be considered both in the assessment of the main interaction domains that inform the model as in the design of an online collaborative platform specifically brand-oriented, to be presented to five focus groups that take in account the target population.
This empirical study provides a first validation of the proposed heuristic model, confirming that participation in co-creation of brand artefacts tends to happen unofficially due to the lack of institutional initiatives that enhance human capital, and that guidance for brand’s use and appropriation is critical in achieving these kind of contributions, mostly when contributors are not specialized in branding, design, communication nor marketing strategy. The results also validate the configuration and the interaction structure, both proposed for the system underlying the CPM prototype, as well as most of its functionalities allowing the proposal of a heuristic focused on human resources’ brand experimentation. Finally, taking in consideration the achieved results and the limitations of the study, several topics in this area are identified for future research.