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Article
Publication date: 8 July 2021

Homayoun Golestaneh, Manuela Guerreiro, Patrícia Pinto and Seyed Hashem Mosaddad

Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The…

Abstract

Purpose

Although place branding (PB) has been researched and practised for several years, the number of studies examining the role of internal stakeholders is still limited. The purpose of this paper is to identify the internal stakeholders associated with PB and particularly, the roles they play in such a process.

Design/methodology/approach

Through a systematic literature review in four major global databases, 55 qualified research studies on PB were identified and thoroughly reviewed. Selected studies were examined, analysed and classified according to five categories: bibliographic data, methodologies adopted, conceptual frameworks, empirical foundation and stakeholders’ relevance.

Findings

This study shows no existing consensus over the type/role of internal stakeholders in PB research. The findings indicate different methodologies, conceptual frameworks and branding approaches, as well as various empirical foundations in the reviewed studies. The results highlight the significance of internal stakeholders’ influence over PB and their roles in the process. The findings also underline the need for strategies that prioritise stakeholders’ social interactions, collective experiences and affective engagement to develop an inclusive place brand.

Practical implications

This study provides an alternative perspective that underlines the development of inclusive PB frameworks by providing stakeholders with motivational and emotional incentives, capturing their creativity and imagination and encouraging them to participate in the process. Such frameworks entail a transdisciplinary approach to PB as a dynamic process that depends on all internal stakeholders’ active engagement.

Originality/value

This review offers an in-depth perspective on relevant internal stakeholders and their roles in PB. The study further scrutinises the three most related research topics on internal stakeholders, including co-creation, internal branding and participatory PB.

Details

Journal of Place Management and Development, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1753-8335

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Article
Publication date: 28 June 2020

Prabhjot Kaur, Keshav Malhotra and Sanjeev K. Sharma

Taking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee…

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1041

Abstract

Purpose

Taking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee engagement and job satisfaction. The moderating role of work environment on the link between internal branding and affective commitment is also studied in this research.

Design/methodology/approach

The data were collected by using well-structured research measures from 215 employees working in the BPO sector of India (Punjab and Chandigarh). The hypotheses were developed, and the conceptual model was validated by applying structural equation modeling. The data were analyzed by using two statistical packages, namely SPSS and AMOS.

Findings

The findings suggest that internal branding has a significant positive relationship with employee engagement, job satisfaction and affective commitment. The mediating effect of affective commitment on the relationship between internal branding and employee engagement was full, whereas on the relationship between internal branding and job satisfaction, it was partial. Work environment also moderated the relationship of internal branding with affective commitment.

Research limitations/implications

The current study offers significant lessons to management thinkers, human resource (HR), organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance affective commitment, employee engagement and job satisfaction of the employees. The role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if the work environment is not encouraging to an employee as well as to the brand values.

Practical implications

This study offers significant lessons to management thinkers, HR, organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance employee engagement, job satisfaction and affective commitment of the employees. An important role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if employees are not provided an encouraging work environment.

Originality/value

Existing researches on internal branding are theoretical in nature and overlook the empirical impact of internal branding on employee engagement, job satisfaction and affective commitment from the BPO employees' perspective. The study also offers an empirical examination of potential mediator and moderator for internal branding.

Details

Asia-Pacific Journal of Business Administration, vol. 12 no. 3/4
Type: Research Article
ISSN: 1757-4323

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Article
Publication date: 24 April 2009

Khanyapuss Punjaisri, Heiner Evanschitzky and Alan Wilson

The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal

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13312

Abstract

Purpose

The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty.

Design/methodology/approach

On a census basis, a quantitative survey is carried out with 699 customer‐interface employees from five major hotels.

Findings

Internal branding is found to have a positive impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment does 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. Furthermore, the study shows that brand identification is a driver of brand commitment, which precedes brand loyalty of employees.

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 the behaviours could be dependent on the extent to which it could effectively influence their brand attitudes.

Originality/value

The results provide valuable insights from the key internal audience's perspectives into an internal branding process to ensure the delivery of the brand promise. It empirically shows the relationship between internal branding and the behavioural outcome as well as the meditational effects of employees' brand identification, commitment and loyalty.

Details

Journal of Service Management, vol. 20 no. 2
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 21 March 2016

Fathima Zahara Saleem and Oriol Iglesias

The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated…

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3885

Abstract

Purpose

The purpose of this paper is to build a comprehensive conceptual framework of internal branding, to demarcate this field from employer branding and to develop an updated definition of internal branding that incorporates the findings of the literature review and emerging views in branding.

Design/methodology/approach

This research conducts a systematic review of the internal branding and employer branding literature following previously established procedures.

Findings

The major findings of this research are that internal branding comprises five key components within a supportive corporate culture, namely, brand ideologies, brand leadership, brand-centred human resource management (HRM), internal brand communication and internal brand communities; and that internal branding is related yet distinct from employer branding in its discipline, focus, components, outcomes and the role of the brand. The paper concludes with a comprehensive definition of internal branding derived from the conceptual framework and recent trends in branding, in addition to directed suggestions for future research in the field.

Research limitations/implications

This research highlights areas for future research within internal branding, including the need for further research on internal brand communities and how brands can “internally brandbrand partners.

Practical implications

The research highlights the company-wide and brand partner-wide effort required in internal branding, in addition to the necessity of a supportive corporate culture.

Originality/value

This is the first review of internal branding and employer branding that aims to differentiate between the constructs and build a conceptual framework of internal branding, by drawing from the fields of HRM, marketing, branding and general management.

Details

Journal of Product & Brand Management, vol. 25 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 15 July 2019

Riyad Eid, Amna Al Zaabi, Rashed Alzahmi and Yasmeen Elsantil

The implementation of marketing concepts to the public sector is still a relatively new topic for researchers and practitioners. Moreover, although branding has become…

Abstract

Purpose

The implementation of marketing concepts to the public sector is still a relatively new topic for researchers and practitioners. Moreover, although branding has become more prominent in the public sector, its role with employees is under explored. Following a review of internal branding and marketing literature in the private sector, the purpose of this study is enrich and contribute to the internal branding concept and the literature by expanding its insightful knowledge beyond that of the Western school of thought to the UAE government sector.

Design/methodology/approach

The paper is based on a quantitative survey conducted among 304 public sector employees. These were measured on a five-point Likert scale. To test the model and the hypothesized relationships among the constructs of the model, structural equation modeling was used.

Findings

The strength of the relationship between the constructs indicates that features of the suggested internal branding model are crucial to achieving both employee and customer satisfaction in the public sector.

Originality/value

This study provides new theoretical grounds for studying internal branding in the public sector. It also supplies public sector organizations with a number of operative factors that may be essential if they are to provide enhanced satisfaction to public needs. It further contributes to the existing body of knowledge by expanding its knowledge beyond the Western school of thoughts as the study is about a non-Western government culture. Finally, it is probably the first to provide an integrative perspective of internal branding constructs in the public sector.

Details

International Journal of Organizational Analysis, vol. 27 no. 5
Type: Research Article
ISSN: 1934-8835

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Article
Publication date: 1 May 2005

Timothy W. Aurand, Linda Gorchels and Terrence R. Bishop

Many articles and books have been written about building, measuring and managing brand equity – primarily from the perspective of the marketing function. However, the…

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13078

Abstract

Purpose

Many articles and books have been written about building, measuring and managing brand equity – primarily from the perspective of the marketing function. However, the management of the “internal touchpoints” necessary to deliver on the brand promise has received less attention. The paper aims to study these.

Design/methodology/approach

A two‐wave e‐mail survey was administered to business seminar participants. Multi‐item measures and a six‐point Likert scale were developed and analyzed to better understand the perceived involvement of human resource (HR) in internal branding efforts and the relationship between HR involvement and the incorporation of the brand message into work activities and attitude toward the brand.

Findings

In spite of well‐documented internal branding initiatives, there appears to be room for improvement among HR departments in terms of successfully delivering the corporate branding message. However, there does appear to be a strong personal attitude toward the brand among US professionals, and a strong relationship exists between HR involvement in internal branding and the incorporation of the brand into work activities.

Practical implications

Employees seem to have a more positive attitude toward the brand and are more likely to incorporate this image into their work activities when there is some degree of HR involvement in the internal branding process.

Originality/value

The successful promotion of the internal branding doctrine may be as dependent on HR initiatives as on those developed in the marketing department. By involving HR in internal branding projects, firms can better use internal communications to give employees a deeper understanding of the brand and the role that they play in enhancing the brand promise.

Details

Journal of Product & Brand Management, vol. 14 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 21 September 2010

Carley Foster, Khanyapuss Punjaisri and Ranis Cheng

The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a…

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27148

Abstract

Purpose

The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer alignment between the employees' values and those of the corporate brand. However, few studies have attempted to provide a platform by which the two concepts could be synergised to achieve a strong, consistent corporate brand. This paper therefore seeks to explore and demonstrate how the three concepts of branding are interrelated through a new framework.

Design/methodology/approach

Three bodies of literature (corporate branding, internal branding, and employer branding) were selected for review and examination in terms of their implications for the proposed framework that conceptualises the relationships between the three areas.

Findings

The review of the literature highlights the importance of employer branding and internal branding, and its potential to support the corporate brand‐building initiatives, whilst maintaining their distinctiveness in the literature. It also sheds light in terms of the inter‐relationships among the three concepts of branding.

Originality/value

The analysis of the literature reveals a degree of synergy and integration between employer branding and internal branding. It also facilitates a comprehensive understanding of the implications of the two concepts for branding and integrated corporate brand management.

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 2 June 2010

P. Raj Devasagayam, Cheryl L. Buff, Timothy W. Aurand and Kimberly M. Judson

This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.

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7059

Abstract

Purpose

This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework.

Design/methodology/approach

Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the theoretical underpinnings of combining the two constructs.

Findings

Intraorganizational brand communities are presented as a viable strategic possibility for targeting internal branding participants. Results lend strong support to the need for and efficacy of internal brand communities, and provide an opportunity to examine the strategic synergies of pursuing such a strategy for internal as well as external audiences.

Research limitations/implications

The study was delimited to domestic participants. Additional studies are recommended to further test the constructs of brand community membership in an internal brand community.

Practical implications

External branding initiatives and communications can be used internally, among employees, to build positive brand associations and brand affinity. Further, implementing an internal brand community can lead to increases in the emotional buy‐in of employees and ultimately could help companies increase the proportion of “champion” employees.

Originality/value

The study integrates the research streams of brand community and internal branding and studies the viability of conducting internal branding within a brand community framework.

Details

Journal of Product & Brand Management, vol. 19 no. 3
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 20 September 2011

Khanyapuss Punjaisri and Alan Wilson

This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the…

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13413

Abstract

Purpose

This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of internal branding in the reinforcement of brand identification and brand loyalty among service employees.

Design/methodology/approach

The research, based on a multiple case study representing the hotel industry in Thailand, involved the completion of 30 in‐depth qualitative interviews with customer‐interface employees followed by a quantitative survey with 680 customer‐interface employees located in five major hotels.

Findings

Corporate service brands need to coordinate internal branding activity to enhance their employees' identification with, commitment to, and loyalty to, the brand. The relationships between the concepts of identification, commitment and loyalty of employees are determined. Personal variables such as age, education, and length of service as well as situational factors regarding their work environment are found to have moderating effects on the effectiveness of the internal branding process.

Practical implications

The paper highlights the importance of internal branding on employees' brand identification, commitment and loyalty. However, management should also be aware that the impact of internal branding would not be constant across all employees within an organisation. Personal variables such as age, educational background, and length of service with the brand should also be taken into account. The impact of internal branding on an employee's attitudes and behaviour are heightened when employees are satisfied with their workplace. As such, internal branding cannot be looked at in isolation and is unlikely to be successful if the work environment is not conducive to the employees and the brand values.

Originality/value

Much of the work on internal branding is conceptual and based on small‐scale studies undertaken with management or consultants. This paper provides empirical evidence from the front‐line service employees' perspective on the relationships between internal branding and brand identification, brand commitment, brand loyalty and brand performance. It also provides an empirical investigation of potential moderators for internal branding.

Details

European Journal of Marketing, vol. 45 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 13 November 2018

Muhammad Junaid Shahid Hasni, Jari Salo, Hummayoun Naeem and Kashif Shafique Abbasi

Branding has become a permanent source of competitive advantage for any leading business. Predominantly, it is execution inside the organization for employees. The purpose…

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1714

Abstract

Purpose

Branding has become a permanent source of competitive advantage for any leading business. Predominantly, it is execution inside the organization for employees. The purpose of this paper is to measure the influence of internal branding (IB) on customers-based brand equity (CBBE) and the mediating effect of organizational loyalty (OL) between two retail store chains of an under developing country (e.g. Pakistan).

Design/methodology/approach

This paper draws on primary data. Data were collected from frontline officers and customers of selected retail stores. Descriptive analysis, mediation analysis and independent sample t-test data analysis techniques were applied through smart PLS and SPSS.

Findings

The results of the study revealed that IB influences OL and CBBE. The outcomes showed the mediation effect of OL on the relationship between IB and CBBE partially. Furthermore, results of this papers also disclosed a difference in the levels of IB and OL in both organizations. But, there was no difference in the level of brand equity among customers of both retail stores.

Practical implications

The retail store sector is growing at fast pace with new innovations in all dimensions of the sector. These results could help the retail industry with empirical pieces of evidence to implement IB in their organizations to make the strong relationship between store and customer through efficient and well-trained frontline officers.

Originality/value

The study’s noteworthy contribution to the industry and academic world is the empirical support for the relationship between IB and CBBE. This study has explored the IB in the service sector (i.e. the retail store) from the non-western and under developing context.

Details

International Journal of Retail & Distribution Management, vol. 46 no. 11/12
Type: Research Article
ISSN: 0959-0552

Keywords

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