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.
- brand identity
- brand loyalty
- employee behaviour
- hotel and catering industry
Punjaisri, K., Wilson, A. M., & Evanschitzky, H. (2009). Internal branding to influence employees' brand promise delivery: a case study in Thailand. Journal of Service Management, 20(5), 561-579. https://doi.org/10.1108/09564230910995143