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

Khanyapuss Punjaisr, Alan Wilson, Heiner Evanschitzky

Research output: Contribution to journalArticle

57 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)407-424
Number of pages17
JournalJournal of Relationship Marketing
Volume7
Issue number4
DOIs
Publication statusPublished - Dec 2008

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Keywords

  • internal branding
  • customer-interface employees
  • service brand
  • internal relationships
  • customer-brand relationships

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