Revision of internal branding concept: the transmission of the brand promise to clients by employees
Abstract
This article presents a revision of the internal branding concept as well as a primary research based on fifteen interviews to professionals and academics of different fields related to the subject of study. The conclusion points out that internal branding is a young discipline with little application to Spanish companies and it points out the need to foster employee engagement, since they are intangible strategic assets, to improve the deliverance of the promise of the brand to clientsKeywords
Internal branding, marketing, employees, clients, brand, organizationReferences
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