Exploring the influences of internal branding on employees' brand promise delivery

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
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: 04 Jan 2024 08:05
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 (ORCID Profile 0000-0003-1013-7679)

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