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

30 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.
LanguageEnglish
Pages561-579
Number of pages18
JournalJournal of Service Management
Volume20
Issue number5
DOIs
Publication statusPublished - 2009

Fingerprint

Employees
Thailand
Internal branding
services
Brand attitude
Brand performance
Service provider

Keywords

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

Cite this

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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.",
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Internal branding to influence employees' brand promise delivery: a case study in Thailand. / Punjaisri, K.; Wilson, A.M.; Evanschitzky, H.

In: Journal of Service Management, Vol. 20, No. 5, 2009, p. 561-579.

Research output: Contribution to journalArticle

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KW - hotel and catering industry

KW - Thailand

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