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...

Purpose – This paper aims to develop a participatory approach to place branding. In doing so, it offers guidance on how to implement a participatory place branding strategy within place management practice. Design/methodology/approach – The paper is based on theoretical insights drawn from...

Purpose – This paper aims to show how the relative global status of a country influences its internal country reputation and resulting social cognitions of citizens. Design/methodology/approach – The theories of social identity and collective self-esteem were employed to explain how...

Purpose This paper aims to examine the impact of employee-based brand equity (EBBE) and perceived environmental uncertainty (PEU) on firm performance. Design/methodology/approach Data were collected through an e-mail survey from fast-moving consumer goods (FMCG) firms in the UK and UAE. Sample...

Purpose The purpose of this paper is to investigate perceptual differences between employees characterized by various levels of internal brand commitment and sustainability importance. The identified clusters of employees are compared considering the main determinants of internal brand...

The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably...

Purpose This study aims to explore how the adoption of internal market orientation (IMO) can enhance front-line employee brand enactment within an interpersonal service setting. Insights from equity theory and the person – environment paradigm are drawn upon to develop a theoretical model...