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Internal brand equity defines customer experience

Internal brand equity defines customer experience Purpose – Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves. With customers becoming more knowledgeable and moving towards a holistic experience rather than buying “products”, the quality of customer interaction (CI) is becoming the deciding factor in brand creation and CE. From this on‐going research based on the emerging services dominant logic popularised by Vargo and Lusch, this paper aims to explore a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand. Design/methodology/approach – Answers to a Likert questionnaire with six question sets will give researchers an insight into the awareness, understanding and commitment of staff to the brand vision. At a later stage researchers will use the above data to calculate the internal brand proprietor‐like quality rating of the organization based on the percentage of employees at high/low internal brand proprietor levels. Findings will assist in understanding and improving quality of CI and brand image. Findings – Successful brand builders identify and spend aggressively on interactions that will have the most impact on revenue growth and profitability and ensure that the touch points that matter are synchronized to successfully convey the brand's promise (Hogan). Research limitations/implications – Limitations of this research are sample constraints and test persons being highly involved in the research. More accurate results could be obtained if future research is carried out on a sector‐wise basis. Originality/value – The paper explores a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Direct Marketing: An International Journal Emerald Publishing

Internal brand equity defines customer experience

Direct Marketing: An International Journal , Volume 3 (3): 9 – Aug 21, 2009

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Publisher
Emerald Publishing
Copyright
Copyright © 2009 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-5933
DOI
10.1108/17505930910985125
Publisher site
See Article on Publisher Site

Abstract

Purpose – Brands scintillate on the twin pillars of external brand communication and staff commitment to the envisioned customer experience (CE). However, until very recently the contribution of staff to internal brand building has not received the importance it deserves. With customers becoming more knowledgeable and moving towards a holistic experience rather than buying “products”, the quality of customer interaction (CI) is becoming the deciding factor in brand creation and CE. From this on‐going research based on the emerging services dominant logic popularised by Vargo and Lusch, this paper aims to explore a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand. Design/methodology/approach – Answers to a Likert questionnaire with six question sets will give researchers an insight into the awareness, understanding and commitment of staff to the brand vision. At a later stage researchers will use the above data to calculate the internal brand proprietor‐like quality rating of the organization based on the percentage of employees at high/low internal brand proprietor levels. Findings will assist in understanding and improving quality of CI and brand image. Findings – Successful brand builders identify and spend aggressively on interactions that will have the most impact on revenue growth and profitability and ensure that the touch points that matter are synchronized to successfully convey the brand's promise (Hogan). Research limitations/implications – Limitations of this research are sample constraints and test persons being highly involved in the research. More accurate results could be obtained if future research is carried out on a sector‐wise basis. Originality/value – The paper explores a model to measure the awareness, understanding and commitment of staff to the vision of the service‐oriented brand.

Journal

Direct Marketing: An International JournalEmerald Publishing

Published: Aug 21, 2009

Keywords: Brands; Brand image; Customer satisfaction

References