Punjaisri, Khanyapuss, Wilson, Alan and Evanschitzky, Heiner (2008). Exploring the influences of internal branding on employees' brand promise delivery. Journal of Relationship Marketing, 7 (4), pp. 407-424.
Abstract
Internal branding is increasingly seen as a doctrine to ensure employees’ delivery of the brand promise by shaping employees’ brand attitudes and behaviours. However, few studies, if any, have been conducted to understand the internal branding process from the viewpoint of employees who are the end receivers. Therefore, this study aims at exploring employees’ perceptions toward the internal branding process. It identifies the relevant mechanisms and describes how internal branding affected service employees. The challenges of its success are uncovered and discussed. Finally, managerial implications and future research directions are provided.
Publication DOI: | https://doi.org/10.1080/15332660802508430 |
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Divisions: | College of Business and Social Sciences > Aston Business School > Marketing & Strategy |
Additional Information: | This is an Accepted Manuscript of an article published by Taylor & Francis Group in Journal of Relationship Marketing on 12 Dec 2008, available online at: http://www.tandfonline.com/10.1080/15332660802508430 |
Uncontrolled Keywords: | internal branding,customer-interface employees,service brand,internal relationships,customer–brand relationships,Marketing |
Publication ISSN: | 1533-2667 |
Last Modified: | 05 Aug 2024 10:40 |
Date Deposited: | 11 Mar 2019 18:14 |
Full Text Link: | |
Related URLs: |
http://www.scop ... tnerID=8YFLogxK
(Scopus URL) http://www.tand ... 332660802508430 (Publisher URL) |
PURE Output Type: | Article |
Published Date: | 2008 |
Published Online Date: | 2008-12-12 |
Authors: |
Punjaisri, Khanyapuss
Wilson, Alan Evanschitzky, Heiner ( ![]() |