Service is a fast-increasing industry in the global economy in general and in Vietnam in particular. Therefore, service companies need to recognize the importance of employees in service and cultivate specialized manpower and systematic internal brand management. The current study aims to...

Aim/purpose - This paper systematically reviews the literature of employer branding (EB) and employee-based brand equity (EBBE) using the Application Programming Interface (API) provided by Google Scholar. While combining EB and EBBE this paper considers both the perspective of current, as well...

Purpose: National Treasury plays a significant role in the country's branding, and its employees are responsible for carrying out its functions. Internal branding empowers management to appropriately manage employee performance. The study aimed to determine whether internal branding practices...

Realizing the importance of living the brand, internal branding has been acknowledged as a relevant concept to ensure the brand promise delivery during customer-brand interactions through employees at various touchpoints. Despite the differences in how authors have defined and conceptualized...

Branding activities provide space to create internal culture, processes and a kind of organizational system which allows employees to use their abilities to their maximum. Internal corporate social responsibility (CSR) activities of an organization increase employee commitment, which ultimately...

Brands are treated as a critical success factor for generating competitive advantage. Hence brand building efforts are keen to adopt unique ways of value creation process and to deepen the brand-customer relationship. A shift in the focus of organizations to customer- centric perspective from...

The practice of internal branding has become vital for several strategic concerns being formulated and implemented especially by convinced service organizations and its effect on employees brand commitment has been found out of the ordinary. Researchers identified this dexterously as a pertinent...

The impact of brand experience, service quality and perceived value on word of mouth and repurchase intentions / Umair Manzoor, Abdul Sami, Sajjad Baig, Ifrah Sajjad -- Impact of leader member exchange on innovative work behavior, role of employee based brand equity, humor and humble leadership...

Im Zusammenhang mit dem demographischen Wandel und dem sich verschärfenden Fachkräftemangel sind Mitarbeitende ein zentrales Differenzierungskriterium. Neben dem Arbeitgebermarketing (Employer Branding) kommt einer modernen und professionellen Internen Markenführung (Internal Branding) eine...

Purpose: The purpose of this study is to explore the role of internal branding (IB) in fostering branding citizenship behavior in the hospitality context as well as the mechanisms underlying the relationship. Design/methodology/approach: This study obtained empirical evidence from 377 hotel...