Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the...

Purpose – Many articles and books have been written about building, measuring and managing brand equity – primarily from the perspective of the marketing function. However, the management of the “internal touchpoints” necessary to deliver on the brand promise has received less attention....