Exploring the influences of internal branding on employees' brand promise delivery: implications for strengthening customer-brand relationships

Punjaisri, K., Wilson, A. and Evanschitzky, H., 2008. Exploring the influences of internal branding on employees' brand promise delivery: implications for strengthening customer-brand relationships. Journal of Relationship Marketing, 7 (4), pp. 407-424. ISSN 1533-2667

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Abstract

Internal branding is increasingly seen as a doctrine to ensure employees' delivery of the brand promise by shaping employees' brand attitudes and behaviours. However, few studies, if any, have been conducted to understand the internal branding process from the viewpoint of employees who are the end receivers. Therefore, this study aims at exploring employees' perceptions toward the internal branding process. It identifies the relevant mechanisms and describes how internal branding affected service employees. The challenges of its success are uncovered and discussed. Finally, managerial implications and future research directions are provided.

Item Type: Journal article
Publication Title: Journal of Relationship Marketing
Creators: Punjaisri, K., Wilson, A. and Evanschitzky, H.
Publisher: Haworth Press
Place of Publication: Philadelphia
Date: 2008
Volume: 7
Number: 4
ISSN: 1533-2667
Identifiers:
NumberType
10.1080/15332660802508430DOI
Divisions: Schools > Nottingham Business School
Depositing User: EPrints Services
Date Added: 09 Oct 2015 11:10
Last Modified: 23 Aug 2016 09:14
URI: http://irep.ntu.ac.uk/id/eprint/23919

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