The process of internal branding in service organisations: a three-step model and its facilitating and prohibiting factors
AbstractIn service marketing, the behaviour of personnel is a crucial element in the brand building process. When a brand changes, employees have to adapt their behaviour in order to deliver the new promises of the brand to the customer. This paper examines the learning process that leads to that new behaviour. Drawing on a competence based definition of internal branding, we find the three traditional elements of the internal branding process, (i.e. the cognitive, affective and conative elements), although in a reversed order. Facilitating and prohibiting factors are identified. Suggestions for further research and managerial implications are discussed.
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Bibliographic InfoPaper provided by Hogeschool-Universiteit Brussel, Faculteit Economie en Management in its series Working Papers with number 2007/20.
Length: 25 pages
Date of creation: Sep 2007
Date of revision:
Internal branding process; service marketing; informal learning; service organisations;
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