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Internal branding as a tool to ensure the employees' brand promise delivery

Punjaisri, K. and Wilson, A.M. (2008) Internal branding as a tool to ensure the employees' brand promise delivery. In: International Conference on Management and Marketing Sciences, 2008-05-23 - 2008-05-25, Athens.

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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: Conference or Workshop Item (Paper)
ID code: 15868
Notes: Also published in Journal of Service Management, 20 (5). pp. 561-579
Keywords: internal branding, brand promise delivery, service providers, employees' brand attitudes, Marketing. Distribution of products, Social Sciences (General)
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Social Sciences > Social Sciences (General)
Department: Strathclyde Business School > Marketing
Unknown Department
Related URLs:
Depositing user: Mrs Jan Whiteford
Date Deposited: 05 Mar 2010 20:06
Last modified: 04 Oct 2012 17:28
URI: http://strathprints.strath.ac.uk/id/eprint/15868

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