Purpose–The purpose of this paper is to build a comprehensive conceptual framework of
internal branding, to demarcate this field from employer branding and to develop an updated …

The rise of corporate marketing and corporate branding has raised awareness of the crucial
role that employees play in corporate marketing and the corporate branding process. The …

Purpose–In recent years, brand personality as a branding construct has received
considerable interest, which has led to a significant effort to develop tools to measure the …

Despite academics and practitioners alike promoting the positive outcomes of employees
being aware of the organization's brand in the context of their work environment, there …

Internal branding seeks to achieve consistency with the external brand and encourage
brand commitment and the possibility of brand championship among employees. It is the …

This study empirically tests the role of residents in branding tourism destinations, which has
rarely been explored. Results from a survey of 371 residents in Hawaii show positive …

Purpose This study aims to explore how the adoption of internal market orientation (IMO)
can enhance front-line employee brand enactment within an interpersonal service setting …

To participate effectively in the present Chinese hotel market, multinational companies must
achieve a competitive advantage, which they attain by building the brand. This study …

The purpose of this study was to explore the implementation of internal branding in
international tourist hotels and to investigate the impact of internal branding and employee …

Within the context of the airline industry, this study offers an integrated approach measuring
the effects of internal brand communication, brand-centered training, transformational …