Internal branding to influence employees' brand promise delivery: a case study in Thailand

Khanyapuss Punjaisri, Alan Wilson, Heiner Evanschitzky

Research output: Contribution to journalArticle

Abstract

Purpose – The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance.
Design/methodology/approach – A case study representing the Thai hotel industry is adopted with mixed methodologies. In-depth interviews are first carried out with 30 customer-interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows.
Findings – Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance.
Practical implications – A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes.
Originality/value – The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty.
Original languageEnglish
Pages (from-to)561-579
Number of pages19
JournalJournal of Service Management
Volume20
Issue number5
DOIs
Publication statusPublished - 2009

Fingerprint

methodology
human resource
marketing
census
resource management
communication
effect
Internal branding
Thailand
Employees
hotel industry
services
Brand attitude
Brand performance
Hotels

Keywords

  • brand identity
  • brand loyalty
  • employee behaviour
  • hotel and catering industry
  • Thailand

Cite this

@article{f1f8e7dd4a264415a8c7262d66ddb530,
title = "Internal branding to influence employees' brand promise delivery: a case study in Thailand",
abstract = "Purpose – The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance. Design/methodology/approach – A case study representing the Thai hotel industry is adopted with mixed methodologies. In-depth interviews are first carried out with 30 customer-interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows. Findings – Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Practical implications – A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes. Originality/value – The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty.",
keywords = "brand identity, brand loyalty, employee behaviour, hotel and catering industry, Thailand",
author = "Khanyapuss Punjaisri and Alan Wilson and Heiner Evanschitzky",
year = "2009",
doi = "10.1108/09564230910995143",
language = "English",
volume = "20",
pages = "561--579",
journal = "Journal of Service Management",
issn = "1757-5818",
publisher = "Emerald Group Publishing Ltd.",
number = "5",

}

Internal branding to influence employees' brand promise delivery : a case study in Thailand. / Punjaisri, Khanyapuss; Wilson, Alan; Evanschitzky, Heiner.

In: Journal of Service Management, Vol. 20, No. 5, 2009, p. 561-579.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Internal branding to influence employees' brand promise delivery

T2 - a case study in Thailand

AU - Punjaisri, Khanyapuss

AU - Wilson, Alan

AU - Evanschitzky, Heiner

PY - 2009

Y1 - 2009

N2 - Purpose – The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance. Design/methodology/approach – A case study representing the Thai hotel industry is adopted with mixed methodologies. In-depth interviews are first carried out with 30 customer-interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows. Findings – Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Practical implications – A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes. Originality/value – The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty.

AB - Purpose – The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance. Design/methodology/approach – A case study representing the Thai hotel industry is adopted with mixed methodologies. In-depth interviews are first carried out with 30 customer-interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows. Findings – Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Practical implications – A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes. Originality/value – The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty.

KW - brand identity

KW - brand loyalty

KW - employee behaviour

KW - hotel and catering industry

KW - Thailand

UR - http://www.scopus.com/inward/record.url?scp=75149181285&partnerID=8YFLogxK

UR - http://www.emeraldinsight.com/journals.htm?articleid=1816823&show=abstract

U2 - 10.1108/09564230910995143

DO - 10.1108/09564230910995143

M3 - Article

VL - 20

SP - 561

EP - 579

JO - Journal of Service Management

JF - Journal of Service Management

SN - 1757-5818

IS - 5

ER -