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Exploring the influences of internal branding on employees' brand promise delivery: Implications for strenthening the customer-brand relationships

Punjaisr, Khanyapuss and Wilson, Alan and Evanschitzky, Heiner (2008) Exploring the influences of internal branding on employees' brand promise delivery: Implications for strenthening the customer-brand relationships. Journal of Relationship Marketing, 7 (4). pp. 407-424. ISSN 1533-2667

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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.

Item type: Article
ID code: 15404
Keywords: internal branding, customer-interface employees, service brand, internal relationships, customer-brand relationships, Marketing. Distribution of products, Marketing
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Professor Alan Wilson
    Date Deposited: 17 Jan 2010 12:31
    Last modified: 04 Sep 2014 23:06
    URI: http://strathprints.strath.ac.uk/id/eprint/15404

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