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World class computing and information science research at Strathclyde...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including by researchers from the Department of Computer & Information Sciences involved in mathematically structured programming, similarity and metric search, computer security, software systems, combinatronics and digital health.

The Department also includes the iSchool Research Group, which performs leading research into socio-technical phenomena and topics such as information retrieval and information seeking behaviour.

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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.