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...

The behaviour and attitudes of staff are a key input to a service organization’s identity. However, the quality and effectiveness of service delivery personnel in the retail banking sector varies significantly from branch to branch. The norms, values and behaviour that make up the corporate...

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,...

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...

Purpose – This paper seeks to examine the relevance of some existing Western motivation and job design theories in explaining employees' service performance, termed service orientation in delivery, in a developing country context. Design/methodology/approach – The satisfaction‐performance...

Andrew Hayman, associate consultant with Davies & Robson Software and Alan Wilson, director — Cape Systems and Consulting Services, Europe and associate consultant with Davies & Robson demonstrate how the efficiency of packaging can have a major effect on the costs of the manufacturer and the...

Reports on a programme of research undertaken to understand the manner in which leading service organisations develop, use and integrate measures of their outlets’ activities and performance. In particular, looks at the extent to which academic guidelines for adding value to performance...

This paper examines how online market research is utilised within UK market research agencies and what opportunities or problems this new research tool is giving the market research industry. The research involved sending 120 postal questionnaires to UK based market research agencies that...

Purpose – This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. Design/methodology/approach – Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected...