Slovenian Abstract: Notranji branding je proces, usmerjen na zaposlene in njihovo zadovoljstvo, saj so zadovoljni zaposleni pripravljeni vzpostaviti pristen odnos s porabniki, prisluhniti njihovim potrebam in izpolniti obljube blagovne znamke. Proces tudi spodbudi zaposlene, da ponotranjijo...

In high customer-contact services, employees are an imperative part of a company's service quality. While the effect of employee commitment on brand-supportive behaviors has already been studied, it remains unclear what drives employees' brand commitment. This study explores the brand-oriented...

Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different...