Three Consequential Aspects of Internal Branding: Exploratory Research

The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver desired brand promise, internal branding is found to impact three employee-related consequences: cognitive, attitudinal and behavioural. The paper significantly contributes to the field since previous research mainly explored one or two aspects at once. Customer-interface employees are invited to participate in the study. Results imply that internal branding influences employee brand knowledge, employee brand commitment and their brand-building behaviour, therefore further empirical verification is recommended.