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Persistent link: https://www.econbiz.de/10009378594
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...
Persistent link: https://www.econbiz.de/10014722775
Purpose – The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and...
Persistent link: https://www.econbiz.de/10014894346