Recently, internal branding has gained relevance in the marketing literature because
researchers recognize that corporate brand management not only implicates external …

This article reviewed existing strategic management and marketing literature, and then
proposes a framework that links market-sensing capability, firm innovativeness, brand …

Considers the significance of corporate identity, internal corporate brand/identity images,
and corporate brand identification for corporate brand orientation. Three propositions based …

Purpose This study explores the effect of internal branding on organisational financial
performance and brand loyalty with the mediating role of psychological empowerment …

Purpose In the past 25 years, employer and internal branding have grown significantly. Prior
reviews tended to focus on either one of these domains. This study aims to map the …

In high customer-contact services, employees are an imperative part of a company's service
quality. While the effect of employee commitment on brand-supportive behaviors has …

Prior research acknowledges employees' crucial role in building strong service brands, yet
empirical research on how to turn employees into brand champions remains scarce and has …

Purpose This study aims to develop comprehensive definitions, conceptualizations and
measures of four internal brand management (IBM) outcomes, namely, brand …

This paper examines the links between internal brand management, organizational
identification, work engagement, and organizational citizenship behaviours in the hospitality …

With corporate social responsibility (CSR) becoming increasingly important, this research
forms a nexus for strategic CSR and internal brand knowledge through the conceptual …