...Steven W. Rayburn; Luis García-Tello; Sidney Anderson; Alejandro Fontana; Jeremy J. Sierra Purpose The purpose of this study is to explore specific job design elements and internal branding initiatives that promote prosocial motivation. Design/methodology/approach Self-report data were...

...Atul Prashar; Moutusy Maity Purpose This study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes several operationalizations of internal branding and tests the moderating effect...

... Employer brand Internal branding Employee influencers Message strategy Social media influencers Imagined audience Q1. How do employee influencers use the ritual view versus the transmission view in their social media posts? Q2. What message strategies do employee...

... dimensions of EBBE, i.e. brand endorsement, brand allegiance and brand-consistent behaviour. Since then, there has been an increasing interest among academics and practitioners in how to build such EBBE through internal brand management (Schmidt and Baumgarth, 2018). Building on the ground-breaking work...

... concerning internal branding have indicated that it is important to establish a brand culture (Dunn and Davis, 2003 ; Mitchell, 2002 ; Tosti and Stotz, 2001). Consequently, the establishment of brand orientation is closely related to organizational culture (Hankinson, 2001a). The members of brand-oriented...

...John M.T. Balmer; Shaun M. Powell; Khanyapuss Punjaisri; Alan Wilson Purpose This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of internal branding in the reinforcement...