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.
| Creators(s): |
Punjaisri, K., Wilson, A.M.  ORCID: https://orcid.org/0000-0002-5491-1876 and Evanschitzky, H.;
| 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 |
| Depositing user: | Professor Alan Wilson |
| Date deposited: | 17 Jan 2010 13:20 |
| Last modified: | 01 Jan 2021 04:30 |
| URI: | https://strathprints.strath.ac.uk/id/eprint/15406 |
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