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 (http://dx.doi.org/10.1108/09564230910995143)
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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.
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Item type: Article ID code: 15406 Dates: DateEvent2009PublishedSubjects: 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: 27 Jun 2024 18:17 URI: https://strathprints.strath.ac.uk/id/eprint/15406
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