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Exploring the relationship between corporate, internal and employer branding

Foster, C., Punjaisri, K., Cheng, R. (2010) Exploring the relationship between corporate, internal and employer branding. Journal of Product and Brand Management, 19 (6). pp. 401-409. ISSN 1061-0421. (doi:10.1108/10610421011085712) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http:dx.doi.org/10.1108/10610421011085712

Abstract

Purpose: The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer alignment between the employees' values and those of the corporate brand. However, few studies have attempted to provide a platform by which the two concepts could be synergised to achieve a strong, consistent corporate brand. This paper therefore seeks to explore and demonstrate how the three concepts of branding are interrelated through a new framework. Design/methodology/approach: Three bodies of literature (corporate branding, internal branding, and employer branding) were selected for review and examination in terms of their implications for the proposed framework that conceptualises the relationships between the three areas. Findings: The review of the literature highlights the importance of employer branding and internal branding, and its potential to support the corporate brand-building initiatives, whilst maintaining their distinctiveness in the literature. It also sheds light in terms of the inter-relationships among the three concepts of branding. Originality/value: The analysis of the literature reveals a degree of synergy and integration between employer branding and internal branding. It also facilitates a comprehensive understanding of the implications of the two concepts for branding and integrated corporate brand management. © Emerald Group Publishing Limited.

Item Type: Article
DOI/Identification number: 10.1108/10610421011085712
Uncontrolled keywords: Brand management; Corporate branding; Employees attitudes; Employees behaviour
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Khanyapuss Punjaisri
Date Deposited: 10 Apr 2017 08:52 UTC
Last Modified: 01 Aug 2019 10:41 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61291 (The current URI for this page, for reference purposes)
Punjaisri, K.: https://orcid.org/0000-0003-0129-2554
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