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The Relationship between Internal Branding and Affective Commitment: Aligning communication on all customer touchpoints - Couverture souple
Synopsis
Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding.
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À propos de l'auteur
Daniel Almgren, 25, from Borås, Sweden;Peter Ek, 23, from Värmdö, Sweden;Oliver Göransson, 24, from Österlen, Sweden.All authors have a Bachelor's degree in Business Administration with Specialization in Marketing from Linnaeus University in Växjö Småland. The authors are currently, as always, pursuing new adventures...
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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The Relationship between Internal Branding and Affective Commitment
Edité par
LAP LAMBERT Academic Publishing Nov 2012, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
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Vendeur : BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Allemagne
Évaluation du vendeur 5 sur 5 étoiles
Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding. 92 pp. Englisch. N° de réf. du vendeur 9783659288098
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The Relationship between Internal Branding and Affective Commitment
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VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
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The Relationship between Internal Branding and Affective Commitment
Edité par
VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Couverture souple
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Etat : New. Print on Demand pp. 92 2:B&W 6 x 9 in or 229 x 152 mm Perfect Bound on Creme w/Gloss Lam. N° de réf. du vendeur 131729311
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The Relationship between Internal Branding and Affective Commitment
Edité par
VDM Verlag Dr. Mueller Aktiengesellschaft & Co. KG, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Couverture souple
Vendeur : Biblios, Frankfurt am main, HESSE, Allemagne
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The Relationship between Internal Branding and Affective Commitment
Edité par
LAP LAMBERT Academic Publishing, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Couverture souple
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The Relationship between Internal Branding and Affective Commitment
Edité par
LAP LAMBERT Academic Publishing Nov 2012, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Taschenbuch
Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne
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Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 92 pp. Englisch. N° de réf. du vendeur 9783659288098
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The Relationship between Internal Branding and Affective Commitment : Aligning communication on all customer touchpoints
Edité par
LAP LAMBERT Academic Publishing, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Taschenbuch
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Taschenbuch. Etat : Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee. The results are interesting and give managers of customer contact employees insights about how to enable affective commitment through use of internal branding. N° de réf. du vendeur 9783659288098
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The Relationship between Internal Branding and Affective Commitment | Aligning communication on all customer touchpoints
Edité par
LAP LAMBERT Academic Publishing, 2012
ISBN 10 : 3659288098
ISBN 13 : 9783659288098
Neuf
Taschenbuch
Vendeur : preigu, Osnabrück, Allemagne
Évaluation du vendeur 5 sur 5 étoiles
Taschenbuch. Etat : Neu. The Relationship between Internal Branding and Affective Commitment | Aligning communication on all customer touchpoints | Daniel Almgren (u. a.) | Taschenbuch | 92 S. | Englisch | 2012 | LAP LAMBERT Academic Publishing | EAN 9783659288098 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. N° de réf. du vendeur 106165070
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