haku: @journal_id 28 / yhteensä: 1498
viite: 9 / 1498
| Tekijä: | Punjaisri, K. Wilson, A. |
| Otsikko: | Internal branding process: key mechanisms, outcomes and moderating factors |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:9/10, p. 1521-1537 |
| Asiasana: | brands employees internal marketing Thailand |
| Kieli: | eng |
| Tiivistelmä: | Purpose of this article is to investigate front-line employees' brand identification, commitment and loyalty. In addition, the study focus on extend which personal and work environment factors have influence on success of internal branding. The study is based on a multiple case study included 30 in-depth interviews and a quantitative survey conducted among 680 customer-interface employees working in five major hotel in Thailand. The findings show that personal variables (age, education, length of service) and situational factors have impact on the effectiveness of the internal branding process. In addition, when employees are satisfied with workplace, the effect of internal branding on employee's attitudes and behavior are heightened. |
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