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Internal branding: In search for employee commitment and brand supportive behavior : Research in a laboratory organization how internal branding enhances the delivery of the brand promise by employees

Oude Vrielink, M.J. (2019) Internal branding: In search for employee commitment and brand supportive behavior : Research in a laboratory organization how internal branding enhances the delivery of the brand promise by employees.

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Abstract:Internal branding has a positive relationship with brand commitment and brand supportive behavior. In order to investigate the relationship of internal branding aspects on brand commitment and brand supportive behavior, a correlational study was conducted. The research was conducted among 142 employees who have customer contact. Opposing to previous studies regarding internal branding, this study embraces the broader framework of brand commitment including affective, continuance, and normative commitment, instead of solely affective commitment. In addition, this study distinguished internal branding in four aspects based on corporate identity management: adequacy of internal communication, internal communication climate, visual symbolism, and corporate behavior. Results suggest that in order to strengthen employees’ brand commitment and brand supportive behavior, organizations should align their internal branding aspects, internal communication and organizational behavior. Brand fit plays a mediation role. No focus is needed for visual symbolism, as no relationship with the employee-related outcomes was found. Although the role of the internal branding aspects varied, organizations implementing internal branding may benefit via employees showing brand supportive behavior and being committed to the brand, which leads to satisfying customers through proper delivering of the brand promises.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/77406
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