Internal branding to influence employees' brand promise delivery: a case study in Thailand

K. Punjaisri, A.M. Wilson, H. Evanschitzky

Research output: Contribution to journalArticle

34 Citations (Scopus)

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 languageEnglish
Pages (from-to)561-579
Number of pages18
JournalJournal of Service Management
Volume20
Issue number5
DOIs
Publication statusPublished - 2009

Keywords

  • brand identity
  • brand loyalty
  • employee behaviour
  • hotel and catering industry
  • Thailand

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