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Title: Internal branding as a learning process: How employees adapt their behaviour after a brand change in service organisations
Authors: Scheys, Ann
Baert, Herman #
Issue Date: Jan-2008
Conference: International marketing trends congress edition:7 location:Venice date:17-19 January 2008
Abstract: In service marketing, the behaviour of personnel is a crucial element in the brand building
process. When a brand changes, employees have to adapt their behaviour in order to deliver
the new promises of the brand to the customer. This paper examines the learning process that
leads to that new behaviour. Drawing on a competence based definition of internal branding,
we find the three traditional elements of the internal branding process, (i.e. the cognitive,
affective and conative elements), although in a reversed order. Facilitating and prohibiting
factors are identified. Suggestions for further research and managerial implications are
discussed.
Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Centre for Research on Lifelong Learning and Participation (-)
# (joint) last author

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