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

Purpose The practice of frontline employees articulating their brand voice and posting work-
related content on social media has emerged; however, employee brand equity (EBE) …

A wealth of research examines firm or consumer‐based brand equity but largely ignores
internal stakeholders' perceptions of the brand asset. The present study focuses on service …

This study examines the interrelationships between internal brand management (IBM),
brand understanding (BU), employee brand commitment (EBC), and brand citizenship …

Purpose While academics and practitioners increasingly recognize the impacts of
gamification on customer experience (CX), its role in the customer journey remains …

Purpose This study aims to quantitatively consolidate the research conducted over the past
four decades on how internal branding activities drive employee commitment. It summarizes …

Purpose: The purpose of this paper is to explore the brand personalities that employees are
creating of their employer brands, in particular business-to-business (B-to-B) brands, when …

The current research adds to the employee branding literature by building a conceptual
framework to identify key employee branding dimensions in the context of the Indian …

This study explores how internal marketing influences employees' perceived ability to
deliver service quality in the conventional banking industry in Oman. The influence of …

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