The process of internal branding in service organisations: a three-step model and its facilitating and prohibiting factors
In 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.
|Date of creation:||Sep 2007|
|Contact details of provider:|| Web page: http://research.hubrussel.be|
More information through EDIRC
When requesting a correction, please mention this item's handle: RePEc:hub:wpecon:200720. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Sabine Janssens)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.