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. The...

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...