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The role of internal branding in the delivery of employee brand promise

Punjaisri, K., Wilson, Alan (2007) The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15 (1). pp. 57-70. ISSN 1350-231X. E-ISSN 1479-1803. (doi:10.1057/palgrave.bm.2550110) (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/10.1057/palgrave.bm.2550110

Abstract

In branding literature, the employee role is recognised as crucial in delivering the service as promised by the brand. A plethora of existing insights have been gained through practitioners' and customers' perspectives. Little empirical research has been undertaken with employees. Therefore, this study aims to reveal their perceptions towards their role and the techniques that enable them to fulfil the brand promise. A case-study approach is adopted using a mixture of qualitative and quantitative methodologies. In-depth interviews reveal that employees feel that their actions are vital to the brand, and findings from a survey of 699 respondents demonstrate positive relationships among internal branding instruments and their brand promise delivery. These tools influence the employees' brand attitudes, namely brand identification, brand commitment and brand loyalty. Ultimately, these attitudes also influence the manner in which employees deliver the service. Therefore, internal branding not only directly influences the extent to which employees perform their role in relation to the brand promise, but also influences the attitudes employees have towards the brand, which in turn affects employee performance.

Item Type: Article
DOI/Identification number: 10.1057/palgrave.bm.2550110
Uncontrolled keywords: internal branding customer-facing employees brand promise delivery corporate marketing
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 09:00 UTC
Last Modified: 01 Aug 2019 10:41 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/61293 (The current URI for this page, for reference purposes)
Punjaisri, K.: https://orcid.org/0000-0003-0129-2554
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