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...

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...

Considers the concept of the "listening" organisation and its influence on service and business performance. Specifically reports on empirical research which investigated the link between service quality information practices, the listening organisation and service and business performance. In...

Purpose - The purpose of this paper is to explore the antecedents and consequences of the implementation of different customer feedback mechanisms with regard to their contribution to organisational learning that leads to service improvement. Design/methodology/approach - A critical case...

Following criticism of customer satisfaction measurement in the literature, this paper reports on a programme of research aimed at assessing corporate attitudes towards customer satisfaction measurement. The findings are based on a survey undertaken with marketing managers in 86 large (more than...

This article reviews different viewpoints in the marketing literature in an attempt to clearly define the concept of corporate reputation and identify its relationship with corporate image. Definitions offered for the term corporate reputation by marketing academics and practitioners are...