Internal Branding: Exploring the employees' perspective

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Title Internal Branding: Exploring the employees' perspective
Author King, Ceridwyn; Grace, Debra Ann
Journal Name The Journal of Brand Management
Editor T C Melewar, Temi Abimbola
Year Published 2008
Place of publication United Kingdom
Publisher Palgrave Macmillan
Abstract The creation of a strong brand and the deliverance of perceived service quality are premised by employees' ability to deliver on customer expectations. No consideration has been given, however, to understanding the 'added value' encapsulated in an organisation's brand as a result of the operant resources (skills and knowledge) supplied by the organisation's human capital. This paper, therefore, explores the differential effect that internally oriented initiatives have on an organisation's human capital and its subsequent impact on the organisation's brand, from the employee's perspective. In-depth interviews were conducted with employees across a range of service industries and the results provide an insight into the creation of employee brand commitment. Furthermore, this exploratory study provides a solid platform for future research in this area.Journal of Brand Management (2008) 15, 358–372. doi:10.1057/palgrave.bm.2007.48; published online 7 December 2007 [ABSTRACT FROM AUTHOR]
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/doi:10.1057/palgrave.bm.2007.48
Copyright Statement Copyright 2008 Palgrave Macmillan. This is the author's post-peer-review version of an article published in The Journal of Brand Management. The definitive publisher-authenticated version Internal Branding:Exploring the employees' perspective, Vol. 15(5), pp. 358-372 is available online at: http://dx.doi.org/doi:10.1057/palgrave.bm.2007.48
Volume 15
Issue Number 5
Edition May
Page from 358
Page to 372
ISSN 1350-231X
Date Accessioned 2008-06-02
Date Available 2011-06-09T22:42:00Z
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/20343
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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