Tools
Tools
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
|
Text
193430_1810 Punjaisri PostPrint.pdf Download (89kB) | Preview |
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: |
|
||||
| Divisions: | Schools > Nottingham Business School | ||||
| Record created by: | EPrints Services | ||||
| Date Added: | 09 Oct 2015 11:10 | ||||
| Last Modified: | 23 Aug 2016 09:14 | ||||
| URI: | https://irep.ntu.ac.uk/id/eprint/23919 |
Actions (login required)
 |
Edit View |
Views
Views per month over past year
Downloads
Downloads per month over past year
