The role of an employee is considered as one of the crucial factor in delivering the service as promised by the brand. An effort is made with the help of this paper on existing insights through practitioners and customers perspectives. An empirical study has been undertaken with employees. Therefore, this study aims to reveal the perceptions of employees towards their role and the techniques to enable them for the fulfillment of brand promise. A case-study method is taken with a mixture of qualitative and quantitative methodologies. In-depth interviews reveal that employees feel that their actions are vital to the brand and findings from a survey of 120 respondents reveals positive relationships among internal branding instruments and their brand promise delivery. These influence the employees brand attitudes, namely brand identification, brand commitment and brand loyalty. Finally, these attitudes also influence the manner in which employees deliver the service. Hence, internal branding not only directly influences the extent to which employees perform their role in relation to the brand promise, but also influences the attitudes employees have towards the brand, which in turn affects employee performance.
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