The employee perspective of internal branding processes: A quantitative study

by Pswarayi, Sekayi, Ph.D., CAPELLA UNIVERSITY, 2013, 155 pages; 3600105

Abstract:

Branding is an important component of an organization's marketing strategy. Successful branding outcomes are those that result in identification with as well as commitment and loyalty towards a brand. Developed over time, these attitudes are manifest in voluntary behaviors that contribute towards the success of the brand. Internal branding has come to be regarded as important to delivering on the organization's promise of the brand but although employees are acknowledged to have a role to play in the fulfillment of the organization's brand promise, there has not been as much attention paid to understanding the processes that lead to successful internal branding outcomes. This understanding would come from a focus on employees and an appreciation of their perspective of those processes that are more likely to result in attitudes that are associated with positive branding behaviors. The purpose of this dissertation was to contribute to a deeper understanding of the internal branding process. This objective was achieved by testing the assumptions made by K. Punjaisri, A. Wilson, and H. Evanschitzky ("Exploring the Influences of Internal Branding on Employee Brand Promise Delivery: Implications for Strengthening Customer-Brand Relationships," 2008) and measuring the relationships between internal branding mechanisms and their outcomes in the internal branding framework that they developed. The study provides validation of the assumption that internal communications and training are instrumental in producing attitudes associated with branding outcomes, and draws some conclusions on the allocation of resources in cases in which the intended strategy outcome is internal branding. Emanating from the research findings, suggestions for further research are also provided.

AdviserGregory McLaughlin
SchoolCAPELLA UNIVERSITY
Source TypeDissertation
SubjectsMarketing; Management
Publication Number3600105

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