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 1533-2667Full text not available in this repository. (Request a copy from the Strathclyde author)
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.
|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|
|Depositing user:||Professor Alan Wilson|
|Date Deposited:||17 Jan 2010 12:31|
|Last modified:||27 May 2016 03:10|