Exploring the influences of internal branding on employees' brand promise delivery: Implications for strengthening customer-brand relationships

Journal of Relationship Marketing

Volumn 7, Issue 4, 2008, Pages 407-424

  Punjaisri, Khanyapuss ^a   Wilson, Alan ^b   Evanschitzky, Heiner ^b  

^a NOTTINGHAM TRENT UNIVERSITY   (United Kingdom)

^b UNIVERSITY OF STRATHCLYDE   (United Kingdom)

Author keywords

Customer brand relationships; Customer interface employees; Internal branding; Internal relationships; Service brand

Indexed keywords

EID: 67649191996     PISSN: 15332667     EISSN: 15332675     Source Type: Journal    
DOI: 10.1080/15332660802508430     Document Type: Article

References (65)

1. Anderson, E. and Weitz, B. (1989) Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8:4, pp. 310-317.
2. Barnes, J. G. (2003) Establishing meaningful customer relationships: Why some companies and brands mean more to their customers. Managing Service Quality, 13:3, pp. 178-186.
3. Beatty, S. E., Mayer, M., Coleman, J. E., Reynolds, K. E. and Lee, J. (1996) Customer-sales associate retail relationships. Journal of Retailing, 72, pp. 223-247.
4. Bergstrom, A., Blumenthal, D. and Crothers, S. (2002) Why internal branding matters: The case of Saab. Corporate Reputation Review, 5:23, pp. 133-142.
5. Berry, L. L. (1995) Relationship marketing of service-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23, pp. 236-245.
6. Berry, L. L., Conant, J. S. and Parasuraman, A. (1991) A framework for conducting a service marketing audit. Journal of the Academy of Marketing Science, 19, pp. 255-268.
7. Biel, A. L. (1992) How brand image drives brand equity. Journal of Advertising Research, 32:6, pp. RC6-RC12.
8. Blackett, T. and Harrison, T. (2001) Brand medicine: Use and future potential of branding in pharmaceutical markets. International Journal of Medical Marketing, 2:1, pp. 33-49.
9. Boone, M. (2000) The importance of internal branding. Sales and Marketing Management, 9, pp. 36-38.
10. Carlzon, J. (1987) Moments of truth, Ballinger, New York
11. Clemes, M., Mollenkopf, D. and Burn, D. (2000) An investigation of marketing problems across service typologies. Journal of Services Marketing, 14, pp. 573-594.
12. Crosby, L. A. and Stephens, N. J. (1987) Effects of relationship marketing on satisfaction, retention, and prices in the life insurance industry. Journal of Market Research, 24, pp. 404-411.
13. Davies, J. (2004) Use Internal Branding to Focus Training and Operations. Hotel & Motel Management, p. 2.
14. de Chernatony, L. (2001) From Brand Vision to Brand Evaluation. Butterworth-Heinemann, Oxford, UK
15. de Chernatony, L., Drury, S. and Segal-Horn (2003) Building a services brand: Stages, people, and orientations. Service Industries Journal, 23:3, pp. 1-21.
16. de Chernatony, L. and McDonald, M. (2002) Creating powerful brands in consumer, service and industrial markets, Butterworth-Heinemann, London
17. de Chernatony, L. and Segal-Horn, S. (2001) Building on services characteristics to develop successful services brands. Journal of Marketing Management, 17, pp. 645-669.
18. Denby-Jones, S. (1995) Mind the gap. The Banker, 145:833, pp. 66-67.
19. Doney, P. M. and Cannon, J. P. (1997) An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61:2, pp. 35-51.
20. Doney, P. M., Cannon, J. P. and Mullen, M. R. (1998) Understanding the influence of national culture on the development of trust. Academy of Management Review, 23, pp. 601-620.
21. Doyle, P. (1995) Marketing in the new millennium. European Journal of Marketing, 29:13, pp. 23-41.
22. Drake, S. M., Gulman, M. J. and Roberts, S. M. (2005) Light their fire, Dearborn, Chicago
23. Fournier, S. (1998) Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24, pp. 343-373.
24. Freiberg, K. and Freiberg, J. (1998) Nuts! Southwest Airlines' crazy recipe for business and personal success, Broadway Books, New York
25. George, W. R. and Gronroos, C. (1991) Developing customer conscious employees at every level - Internal marketing. Handbook of marketing for the service industries, pp. 85-100. AMACOM, New York
26. Gummesson, E. (1999) Total relationship marketing, Butterworth Heinemann, Oxford
27. Hallam, R. (2003) Delivering the brand promise at Washington Manual. SCM, 7:4, pp. 18-21.
28. Hankinson, P. (2004) The internal brand in leading UK charities. Journal of Product & Brand Management, 13:2, pp. 84-93.
29. Harris, J. (1996) Getting employees to fall in love with your company, American Management Association, New York
30. Herington, C., Johnson, D. and Scott, L. W. (2005) Focus group exploration of firm-employee relationship strength. Qualitative Market Research, 8:3, pp. 256-276.
31. Herington, C., Johnson, L. W. and Scott, D. (2006) Internal relationships: Linking practitioner literature and relationship marketing theory. European Business Review, 18:5, pp. 364-381.
32. Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E. and Schlesinger, L. A. (1994) Putting the service-profit chain to work. Harvard Business Review, 72:2, pp. 164-172.
33. Hoffman, J. M. and Mehra, S. (1999) Operationalizing productivity improvement programs through total quality management. International Journal of Quality & Reliability Management, 16:1, p. 72.
34. Jacobs, R. (2003) Turn employees into brand ambassadors. ABA Bank Marketing, 35:3, pp. 23-26.
35. Kandampully, J. and Duddy, R. (1999) Competitive advantage through anticipation, innovation and relationships. Management Decision, 37:1, pp. 51-56.
36. Kroeber-Riel, W. (1984) Zentrale Probleme auf Gesättigten Märkten. Marketing - Zeitschrift für Forschunng und Praxis, Central Problem or the Saturated Market, Marketing. Journal for Research and Practice, 6:3, pp. 210-214.
37. Machtiger, B. (2004) Beware pitfalls that kill branding efforts. Marketing News, 38:4, p. 21.
38. McCracken, G. (1988) The long interview, Sage, Newbury Park, CA
39. McQuiston, D. H. (2004) Successful branding of a commodity product: The case of RAEX LASER Steel. Industrial Marketing Management, 33:4, p. 345.
40. Mohr, J. and Nevin, J. R. (1990) Communication strategies in marketing channels: A theoretical perspective. Journal of Marketing, 54:4, pp. 36-51.
41. Morgan, R. M. and Hunt, S. D. (1994) The commitment-trust theory of relationship marketing. Journal of Marketing, 58:3, pp. 20-34.
42. Mudie, P. M. (2000) Internal marketing: A step too far. Internal marketing: Directions for management, pp. 254-280. Routledge, London
43. Muniz, A. M. and O'Guinn, T. (2001) Brand community. Journal of Consumer Research, 27, pp. 412-432.
44. O'Loughlin, D., Szmigin, I. and Turnbull, P. (2004) Branding and relationships: Customer and supplier perspectives. Journal of Financial Services Marketing, 8:3, pp. 218-230.
45. O'Malley, D. (1991) Brand means business. Accountancy, 107, pp. 107-108.
46. Paulin, M., Perrien, J. and Ferguson, R. J. (1997) Relational contract norms and the effectiveness of commercial banking. International Journal of Service Industry Management, 8, pp. 435-452.
47. Punjaisri, K. and Alan, W. (2007) The role of internal branding in the delivery of employee brand behaviour. Journal of Brand Management, 15, pp. 57-70.
48. Rosenbluth, H. and Peters, D. McFerrin (1992) The customer comes second: And other secrets of exceptional service, Quill, New York
49. Rosenbluth, H. and Peters, D. McFerrin (1998) Good company: Caring as fiercely as you compete, Addison-Wesley, Reading, MA
50. Ryder, I. (2004) Anthropology and the brand. Journal of Brand Management, 11, pp. 346-356.
51. Schlesinger, L. A. and Heskett, J. L. (1991) Enfranchisement of service workers. California Management Review, 33, pp. 83-100.
52. Schultz, D. E. and Schultz, H. (2002) IMC, the next generation: Five steps for delivering value and measuring returns using marketing communication, McGraw-Hill, Columbus, OH
53. Siguaw, J. A., Matilla, A. and Austin, J. R. (1999) The Brand-Personality Scale. Cornell Hotel and Restaurant Administration Quarterly, 40:3, pp. 48-55.
54. Sirdeshmukh, D. and Sablo, B. (2002) Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, 66:1, pp. 15-37.
55. Sonenberg, F. K. (1991) Internal communication: Turning talk into action. Journal of Business Strategy, 12:6, pp. 52-55.
56. Swan, J. E. and Nolan, J. J. (1985) Gaining customer trust: A conceptual guide for the salesperson. Journal of Personal Selling and Sales Management, 5:2, pp. 39-48.
57. Terry, N. (2003) Marketers merit a greater role in internal activity. Marketing (UK), p. 18.
58. Webster, F. E. (2000) Understanding the relationships among brands, consumers, and resellers. Journal of the Academy of Marketing Science, 28, pp. 17-24.
59. Wells, W. (1993) Discover-oriented consumer research. Journal of Consumer Research, 19, pp. 489-504.
60. Wemberg, P. (1993) Cross cultural aspects of emotional benefit strategies. European Advances in Consumer Research, 1, pp. 84-86.
61. Witteke-Kothe, C. (2001) Interne Markenführung-Verankerung der Markenidentität im Mitarbeiterverhalten. Internal brand management: Anchoring the brand identity in employee behavior, Deutxher Universitätsverlag GmbH, Wiesbaden, Germany
62. Wohlfeil, M. and Whelan, S. (2006) Event-marketing as innovative marketing communications: Reviewing the German experience. Journal of Customer Behavior, 4:2, pp. 181-207.
63. Yin, R. K. (1994) Case study research: Design and methods, Sage, Thousand Oaks, CA
64. Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1993) The nature and determination of customer expectation of service. Journal of the Academy of Marketing Science, 21, pp. 1-12.
65. Zucker, R. (2002) More than a name change-Internal branding at Pearl. SCM, 6:4, pp. 24-27.