The process of internal branding in service organisations: a three-step model and its facilitating and prohibiting factors

Ann Scheys and Herman Baert

No 2007/20, Working Papers from Hogeschool-Universiteit Brussel, Faculteit Economie en Management

Abstract: 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.

Keywords: Internal branding process; service marketing; informal learning; service organisations (search for similar items in EconPapers)
Pages: 25 pages
Date: 2007-09
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