The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay

Rose Du Preez, Michael Thomas Bendixen
  • The International Journal of Bank Marketing, February 2015, Emerald
  • DOI: 10.1108/ijbm-02-2014-0031

Internal brand management impact on employees

What is it about?

This paper examines the extent to which internal brand management impacts job satisfaction, brand commitment and intention to stay.

Why is it important?

The research finds that executives and managers should drive internal brand management rather than waiting for human resource management.

Perspectives

Rose Du Preez
KTH -Royal Institute of Technology

This research looks at both frontline and managerial staff and considers three important dimensions: job satisfaction, brand commitment and intention to stay.

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http://dx.doi.org/10.1108/ijbm-02-2014-0031

The following have contributed to this page: Rose Du Preez

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