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.
Bibliographical noteThis 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
- internal branding
- customer-interface employees
- service brand
- internal relationships
- customer–brand relationships
Punjaisri, K., Wilson, A., & Evanschitzky, H. (2008). Exploring the influences of internal branding on employees' brand promise delivery. Journal of Relationship Marketing, 7(4), 407-424. https://doi.org/10.1080/15332660802508430