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

Keywords

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

Fingerprint Dive into the research topics of 'Internal branding to influence employees' brand promise delivery: a case study in Thailand'. Together they form a unique fingerprint.

  • Cite this