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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs.

Strathprints serves world leading Open Access research by the University of Strathclyde, including research by the Strathclyde Institute of Pharmacy and Biomedical Sciences (SIPBS), where research centres such as the Industrial Biotechnology Innovation Centre (IBioIC), the Cancer Research UK Formulation Unit, SeaBioTech and the Centre for Biophotonics are based.

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The role of internal branding in the delivery of employee brand promise

Punjaisri, K. and Wilson, A.M. (2007) The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15 (1). pp. 57-70.

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Abstract

In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been undertaken with employees. Therefore, this study aims to reveal their perceptions towards their role and the techniques that enable them to fulfil the brand promise. A case-study approach is adopted using a mixture of qualitative and quantitative methodologies. In-depth interviews reveal that employees feel that their actions are vital to the brand, and findings from a survey of 699 respondents demonstrate positive relationships among internal branding instruments and their brand promise delivery. These tools influence the employees' brand attitudes, namely brand identification, brand commitment and brand loyalty. Ultimately, these attitudes also influence the manner in which employees deliver the service. Therefore, internal branding not only directly influences the extent to which employees perform their role in relation to the brand promise, but also influences the attitudes employees have towards the brand, which in turn affects employee performance.