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Internal branding to influence employees' brand promise delivery: a case study in Thailand

Punjaisri, K. and Wilson, A.M. and Evanschitzky, H. (2009) Internal branding to influence employees' brand promise delivery: a case study in Thailand. Journal of Service Management, 20 (5). pp. 561-579. ISSN 1757-5818

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Abstract

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.

Item type: Article
ID code: 15406
Keywords: brand identity, brand loyalty, employee behaviour, hotel and catering industry, Thailand, Marketing. Distribution of products, Business, Management and Accounting (miscellaneous), Strategy and Management, Tourism, Leisure and Hospitality Management
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 13:20
    Last modified: 04 Sep 2014 23:24
    URI: http://strathprints.strath.ac.uk/id/eprint/15406

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