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

Punjaisri, K. and Wilson, A., 2007. The role of internal branding in the delivery of employee brand promise. Palgrave Macmillan, 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 fulfi l 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 fi ndings from a survey of 699 respondents demonstrate positive relationships among internal branding instruments and their brand promise delivery. These tools infl uence the employees ’ brand attitudes, namely brand identifi cation, brand commitment and brand loyalty. Ultimately, these attitudes also infl uence the manner in which employees deliver the service. Therefore, internal branding not only directly infl uences the extent to which employees perform their role in relation to the brand promise, but also infl uences the attitudes employees have towards the brand, which in turn affects employee performance.

Item Type: UNSPECIFIED
Description: This is a post-peer-review, pre-copy-edit version of an article published in Journal of Brand Management. The definitive publisher-authenticated version PUNJAISRI, K. and WILSON, A., 2007. The role of internal branding in the delivery of employee brand behaviour. Journal of Brand Management, 15 (1), pp. 57-70 is available online at: http://www.palgrave-journals.com/bm/journal/v15/n1/full/2550110a.html.
Creators: Punjaisri, K. and Wilson, A.
Publisher: Palgrave Macmillan
Date: 2007
Volume: 15
Number: 1
Divisions: Schools > Nottingham Business School
Depositing User: EPrints Services
Date Added: 09 Oct 2015 10:39
Last Modified: 19 Oct 2015 14:35
URI: http://irep.ntu.ac.uk/id/eprint/16190

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