In branding literature, the employee role is recognized as crucial in\ndelivering the service as promised by the brand.The creation of a strong\nbrand and the deliverance of perceived service quality are premised by\nemployees' ability to deliver on customer expectations.This paper, therefore,\nexplores the differential effect that internally oriented initiatives have on an\norganization's human capital and its subsequent impact on the organization's\nbrand.Acase-study approach is adopted using a qualitative methodology. Indepth\ninterviews reveal that employees feel that their actions are vital to the\nbrand, and findings from a survey of 500 respondents demonstrate positive\nrelationships among internal branding and their brand promise delivery. The\npaper also helps to emphasize the importance of internal branding for\ncustomer attraction in the banking industry in Ghana.
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