Internal branding: conceptualization from a literature review and opportunities for future research
Corporación Universidad de la Costa
Recently, internal branding has gained relevance in the marketing literature because researchers recognize that corporate brand management not only implicates external actions but also an internal approach that involves employees. Despite the growing interest, there is no consensus among authors about antecedents, dimensions, and outcomes of internal branding. In this sense, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is a systematic literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.
- Artículos científicos 
The following license files are associated with this item:
Showing items related by title, author, creator and subject.
Influencia del Branding interno en la orientación de los colaboradores hacia la experiencia del cliente en hoteles de Barranquilla Barros Arrieta, David Antonio (Corporación Universidad de la CostaMaestría en Administración, 2021)This research aims to analyze the influence of internal branding on employee orientation towards customer experience in hotels in Barranquilla. The study was carried out from a quantitative approach, from descriptive and ...
Buitrago, Sebastián; Duque, Pedro; Robledo, Sebastian (Corporación Universidad de la Costa, 2019-11-08)The success of a company is not only based on the quality of its products but also on the way its brand is remembered in the market and this process is known as corporate branding. This type of strategy has been ...
Pallares Therán, Omar Andrés (Universidad de la Costa, 2018)El objetivo del presente estudio es analizar la productividad científica sobre la variable marca empleadora durante el periodo comprendido entre 2007-2017, tomando como unidad de análisis los documentos hallados en la base ...