Skip to main content

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

Punjaisri, K., Wilson, A.b, Evanschitzky, H.b (2009) Internal branding to influence employees' brand promise delivery: A case study in Thailand. Journal of Service Management, 20 (5). pp. 561-579. ISSN 1757-5818. (doi:10.1108/09564230910995143) (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/10.1108/09564230910995143

Abstract

Purpose - 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. Design/methodology/approach - A case study representing the Thai hotel industry is adopted with mixed methodologies. In-depth interviews are first carried out with 30 customer-interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows. Findings - Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Practical implications - A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand-supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes. Originality/value - The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty. © Emerald Group Publishing Limited.

Item Type: Article
DOI/Identification number: 10.1108/09564230910995143
Uncontrolled keywords: Brand identity; Brand loyalty; Employee behaviour; Hotel and catering industry; Thailand
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 08:54 UTC
Last Modified: 01 Aug 2019 10:41 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61292 (The current URI for this page, for reference purposes)
Punjaisri, K.: https://orcid.org/0000-0003-0129-2554
  • Depositors only (login required):