In high customer-contact services, employees are an imperative part of a company's service quality. While the effect of employee commitment on brand-supportive behaviors has already been studied, it remains unclear what drives employees' brand commitment. This study explores the brand-oriented...

Slovenian Abstract: Notranji branding je proces, usmerjen na zaposlene in njihovo zadovoljstvo, saj so zadovoljni zaposleni pripravljeni vzpostaviti pristen odnos s porabniki, prisluhniti njihovim potrebam in izpolniti obljube blagovne znamke. Proces tudi spodbudi zaposlene, da ponotranjijo...

Internal branding is the process, which enables balanced view of the brand at all company levels. Its significance is aligning values and behaviors of employees with brand values and brand promises. In the article, we focus mainly on its implementation, which requires coordination of different...

This paper reviews the concept of place brand identity within the supply side aspect of place branding. With no widely accepted model of place brand identity, the paper proposes a new model, which has its roots in marketing, tourism and sociological theory. The model focuses on the country brand...

The focus of entities nowadays is not only on financial results but also on ecological and social impacts of their businesses. This focus should be applied to all marketing principles. Unlike research on contributions, which emphasizes its general importance for entities' operation in the...

The purpose of the paper is to present a cross-cultural model of the customer-based brand equity for a tourism destination, encompassing four proposed dimensions — awareness, image, quality and loyalty. Previous research findings on the concept of measurement invariance are employed in the...

Export marketing and international business literature support the view that firm size–a reflection of number of employees, and sales–is positively related to export intensity and is a distinguishing factor between internationalized and non-internationalized firms. According to the...