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A Study On Factors Stimulating Employees To "Live The Brand" Abstract

Employees who are aware of and committed to a company's brand are more likely to successfully deliver on brand promises to customers. Internal branding efforts that communicate brand values to employees can help transfer those values so employees live the brand. This paper aims to explore factors that stimulate employees to internalize a brand by examining the relationship between internal branding and how employees live the brand.

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Thushara Sri
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42 views1 page

A Study On Factors Stimulating Employees To "Live The Brand" Abstract

Employees who are aware of and committed to a company's brand are more likely to successfully deliver on brand promises to customers. Internal branding efforts that communicate brand values to employees can help transfer those values so employees live the brand. This paper aims to explore factors that stimulate employees to internalize a brand by examining the relationship between internal branding and how employees live the brand.

Uploaded by

Thushara Sri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOC, PDF, TXT or read online on Scribd
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A STUDY ON FACTORS STIMULATING EMPLOYEES TO LIVE THE BRAND ABSTRACT: Delivery of brand promise primarily depends in the ability

of an employee to deliver it. Employees awareness, proximity and satisfaction with the brand promote brand commitment of employees. Internal branding facilitates the transfer of brand values into brand promise by employees. There is less emphasis given to internal branding, which makes the human capital to live the brand. This cohesiveness of employees with the brand contributes to its success. Internal branding is an emerging area which interlinks HR and marketing. Literatures addressing this arena is less but growing. It has received the attention of academicians and practitioners. The previous literatures mined the area of internal branding and has put forth new components and dimensions like brand citizenship behavior, brand centered HR, brand commitment, brand loyalty etc. This paper attempts to explore new insights in the area of internal branding by focusing on various factors that stimulate employees to live the brand.

Keywords: Brand promise, Brand commitment, Internal branding, live the brand, Employee
awareness, Brand proximity

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