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

Khanyapuss Punjaisri; Alan Wilson; Heiner Evanschitzky

doi:10.1080/15332660802508430

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

Khanyapuss Punjaisri, Alan Wilson, Heiner Evanschitzky

Marketing & Strategy

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	407-424
Number of pages	18
Journal	Journal of Relationship Marketing
Volume	7
Issue number	4
Early online date	12 Dec 2008
DOIs	https://doi.org/10.1080/15332660802508430
Publication status	Published - 2008

Bibliographical note

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

Keywords

internal branding
customer-interface employees
service brand
internal relationships
customer–brand relationships

Access to Document

10.1080/15332660802508430

Exploring the Influences of Internal Branding on Employees' Brand Promise Delivery
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
Accepted author manuscript, 87.8 KB

Cite this

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AB - 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.

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

Abstract

Bibliographical note

Keywords

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