Employees play a crucial role in building and maintaining brand-customer-relationships (Harris and de Chernatony 2001). For this reason, managing employee behavior becomes a critical success factor in brand management (Vallaster and de Chernatony 2006), giving rise to the notion of internal brand management (IBM). Although some scientific models of IBM exist (e.g., Burmann, Zeplin, and Riley 2009; Punjaisri and Wilson 2011; King and Grace 2012) a comprehensive model appears to be lacking. In many cases only selected measures and outcomes have been studied. Therefore, before benefits of IBM can be realized, clarity, with respect to such IBM outcomes, is required. This study affords such clarity in providing a comprehensive understanding of IBM outcomes.
展开▼
