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Internal branding experiences in the financial services sector in South Africa
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2017 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 22, no 1, p. 24-32Article in journal (Refereed) Published
Abstract [en]

There is little doubt that employees are critical to the delivery of the service brand. Although existing models propose methods of internal branding, very little is known about the actual corporate experience. Academics around the world have spent decades probing internal marketing, its subset-internal branding-and the impact of internal branding on service delivery. This research focuses on how organisations execute internal branding, revealing critical success factors as well as obstacles encountered. The research was conducted in five large organisations in the financial services sector in South Africa. Each organisation is a highly recognisable consumer brand; the oldest of which is nearing 200 years of being in business and the youngest is just 20 years old. This research adds to the body of knowledge regarding organisational practice of internal branding. Key themes are identified, three of which are largely absent from extant models and literature.

Place, publisher, year, edition, pages
Palgrave Macmillan, 2017. Vol. 22, no 1, p. 24-32
Keywords [en]
Internal branding, Barriers, Obstacles, Financial services
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:kth:diva-205485DOI: 10.1057/s41264-017-0018-5ISI: 000398485400004Scopus ID: 2-s2.0-85012297253OAI: oai:DiVA.org:kth-205485DiVA, id: diva2:1098546
Note

QC 20170524

Available from: 2017-05-24 Created: 2017-05-24 Last updated: 2017-11-10Bibliographically approved

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Citation style
  • apa
  • harvard1
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  • vancouver
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More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
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