publication . Article . Other literature type . 2009

Internal branding: an enabler of employees' brand‐supporting behaviours

Khanyapuss Punjaisri; Heiner Evanschitzky; Alan Wilson;
Open Access English
  • Published: 24 Apr 2009
  • Country: United Kingdom
Abstract
Purpose – The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty. Design/methodology/approach – On a census basis, a quantitative survey is carried out with 699 customer-interface employees from five major hotels. Findings – Internal branding is found to have a positive impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment does ...
Subjects
free text keywords: Tourism, Leisure and Hospitality Management, Business, Management and Accounting (miscellaneous), Strategy and Management, Business, Internal communications, Customer relationship management, business.industry, Brand awareness, Brand management, Marketing, Brand equity, Brand loyalty, Loyalty, media_common.quotation_subject, media_common, Advertising, Corporate branding
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