...Jochen Wirtz; Robert Johnston; Khoe Sin Seow; Khanyapuss Punjaisri; Alan Wilson; Heiner Evanschitzky Purpose The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms...

... in Thailand. The dependent variable was a self‐reported measure of COB. Tests for common method bias suggested however that this was not a problem. All measures were sourced from the literature and demonstrated sound measurement properties. The conceptual model was tested using structural equation modeling...