Bedrijf & taal, opstellen voor Wilfried Janssens / Business & language, essays in honour of Wilfried Janssens pages:205-221
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 broadened definition of training, we find the three traditional elements of the internal branding process, (namely the cognitive, affective and conative elements), although in reverse order. Facilitating and prohibiting factors are identified. Suggestions for further research and managerial implications are made.