Internal branding as a tool to ensure the employees'
brand promise delivery

K. Punjaisri; A.M. Wilson

Internal branding as a tool to ensure the employees' brand promise delivery

Marketing

Research output: Contribution to conference › Paper › peer-review

Abstract

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.

Original language	English
Publication status	Published - 23 May 2008
Event	International Conference on Management and Marketing Sciences - Athens Duration: 23 May 2008 → 25 May 2008

Conference

Conference	International Conference on Management and Marketing Sciences
City	Athens
Period	23/05/08 → 25/05/08

Keywords

internal branding
brand promise delivery
service providers
employees' brand attitudes

Cite this

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title = "Internal branding as a tool to ensure the employees' brand promise delivery",

abstract = "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.",

keywords = "internal branding, brand promise delivery, service providers, employees' brand attitudes",

author = "K. Punjaisri and A.M. Wilson",

note = "Also published in Journal of Service Management, 20 (5). pp. 561-579; International Conference on Management and Marketing Sciences ; Conference date: 23-05-2008 Through 25-05-2008",

year = "2008",

month = may,

day = "23",

language = "English",

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TY - CONF

T1 - Internal branding as a tool to ensure the employees' brand promise delivery

AU - Punjaisri, K.

AU - Wilson, A.M.

N1 - Also published in Journal of Service Management, 20 (5). pp. 561-579

PY - 2008/5/23

Y1 - 2008/5/23

N2 - 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.

AB - 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.

KW - internal branding

KW - brand promise delivery

KW - service providers

KW - employees' brand attitudes

UR - http://www.icmms.org/2008/index.htm

UR - http://strathprints.strath.ac.uk/15406/

M3 - Paper

T2 - International Conference on Management and Marketing Sciences

Y2 - 23 May 2008 through 25 May 2008

ER -

Internal branding as a tool to ensure the employees' brand promise delivery

Abstract

Conference

Keywords

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Cite this