Are Employees Motivated to be Brand Champions? Investigating the Missing Link in Internal Brand Management.

Lina Xiong, Marshall University
Ceridwyn King, Temple University

This paper, and the slide presentation included as a supplement, are copyright © 2013 the authors. All rights reserved.


The role of employees in delivering brand promise to customers is well-known and internal brand management (IBM) is a popular practice to develop positive employee brand attitude and behavior. However, the exact process of how employees internalize the brand value and transform it into their brand performance is unclear in current literature. Through an extensive inter-disciplinary literature review, this conceptual paper delineated three key factors (i.e., employee perceived brand knowledge, relevance, and value congruence) in this employee brand internalization process and suggested the impact of each factor in developing employee internal motivation to contribute to the brand success.