The internal branding process and financial performance in service companies: An examination of the required steps

Internal brand management: introduction to the special issue and directions for future research

“…customer satisfaction, brand attachment, brand strength, customer-based brand equity) and financial performance (e.g. turnovers, profits, shareholder value) (Baumgarth and Schmidt 2010;Burmann et al 2009;Kimpakorn and Tocquer 2009;King and Grace 2009;Piehler et al 2016;Sirianni et al 2013;Tuominen et al 2016).…”

“…The Journal of Brand Management represents the ideal publication outlet for this special issue as several important contributions to IBM research have been published in the journal (Burmann and Zeplin 2005;Burmann et al 2009;Gapp and Merrilees 2006;Harris 2007;Ind 2003;Ind and Bjerke 2007;Kimpakorn and Tocquer 2009;King and Grace 2008;Punjaisri and Wilson 2007;Tuominen et al 2016). With Ind and Bjerke (2007), Harris (2007), King and Grace (2008), and Punjaisri and Wilson (2007) (2007) and Moroko and Uncles (2008), two more articles among the Top 20 are related to (prospective) employees in the context of employer branding.…”

Employee Engagement and Internal Branding: Two Sides of the Same Coin?

“…Similarly, internal branding impacts companies' performance (e.g. Tuominen et al 2016; see also Iyer et al 2018). However, little research has examined the focus of the present study: the relationship between the two internal processes of employee engagement and internal branding.…”

“…With regard to the consequences of internal branding, it has been argued that internal branding affects the extent to which employees identify with, commit to, and show loyalty toward the brand, as well as the extent to which employees behave in ways that are consistent with the delivery of the company's brand promise (Punjaisri et al 2009a;Punjaisri and Wilson 2011). Moreover, internal branding indirectly affects brand performance (Tuominen et al 2016;Iyer et al 2018) and market performance (Tuominen et al 2016). However, for the purposes of this study, we are particularly interested in the elements of internal branding that, according to the literature (e.g.…”

Journal of Brand Management – Year end review 2016

“…The research identifies that successful corporate brand management depends on a clear master plan, leadership, Positive affectivity as a predictor of consumers' propensity to be brand loyal (Pulligadda et al, 2016) A consumer-perceived consumer-based brand equity scale (Baalbaki and Guzmán, 2016) The impact of age on consumer attachment to celebrities and endorsed brand attachment (Ilicic et al, 2016) Finding fit: An exploratory look at SME brand orientation and brand management in the New Zealand food beverage sector (Renton et al, 2016) The internal branding process and financial performance in service companies: an examination of the required steps (Tuominen et al, 2016) Country-of-origin fit: when does a discrepancy between brand origin and country of manufacture reduce consumers' product evaluations? Marketing store brands and manufacturer brands: role of referent and expert power in merchandising decisions (Chimhundu, 2016) Cross-category indulgence: why do some premium brands grow during recession?…”