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Antecedents And Consequences Of Internal Branding: The Case Of Abu Dhabi Department Of Economic Development, Amena Ahmed Abdulla Al Shaikh Al Zaabi

Business Administration Dissertations

Internal branding is a new marketing paradigm to gain effective brand strategy that has recently emerged in the academic literature of marketing. It is a brand spirit that brings together brand loyalty, management and employees to their mutual benefit to create and deliver a value-added product or service to employees, customers and stakeholders (Keller, 1993). {Keller, 1993 #59}Generally, studies on the role of internal branding in creating a competitive organisational culture by considering antecedents that enable internal branding and its consequences do not exist within the UAE context. This study aims to show the importance of internal branding, and to …