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Article
Publication date: 14 August 2017

Pervaiz Akhtar, Sushil Kaur and Khanyapuss Punjaisri

Although suitable leadership is crucial for chain coordinators (chief executive officers (CEOs), managing directors and heads of departments) to achieve the effectiveness of…

1927

Abstract

Purpose

Although suitable leadership is crucial for chain coordinators (chief executive officers (CEOs), managing directors and heads of departments) to achieve the effectiveness of supply chain coordination (operational and social performances contributing to financial performance), the potential caveats in New Zealand-Euro agri-food supply chains are the lack of theoretical as well as empirical investigations that scrutinize the linkages between leadership styles, their interactions and the effectiveness of supply chain coordination. The purpose of this study is therefore to address the above knowledge gap.

Design/methodology/approach

Structural equation modelling and interaction effects are applied to the data collected from chain coordinators working in the selected New Zealand-Euro agri-food supply chains (dairy, meat, fruits and vegetables).

Findings

The results indicate that participative leadership is more strongly correlated with the effectiveness of supply chain coordination than directive leadership. The directive leadership is also significant, which leads towards the adoption of strategic leadership. Interaction effects further conclude that companies perform better when their chain coordinators apply strategic leadership practices. Moreover, operational (service quality and product quality) and social (trust in and satisfaction with supply chain partners) performances are the key determinants of financial performance (increased sales, profit and market share).

Practical implications

The results enhance the understanding of chain coordinators and help them to achieve coordination effectiveness among agri-food supply chain partners. Therefore, the study provides practical implications linked with contemporary international agri-food supply chains.

Originality/value

This study provides in-depth analysis to develop a comprehensive theoretical framework, which helps to confirm the complicated linkages between the underlying constructs, with the specific characteristics of New Zealand-Euro agri-food supply chains. Consequently, the results also clarify the earlier ambiguous findings from other industries and countries.

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Article
Publication date: 21 September 2010

Carley Foster, Khanyapuss Punjaisri and Ranis Cheng

The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer…

31058

Abstract

Purpose

The corporate branding concept places an emphasis on employees' attitudes and behaviours. This has given rise to internal branding and employer branding, which argue for a closer alignment between the employees' values and those of the corporate brand. However, few studies have attempted to provide a platform by which the two concepts could be synergised to achieve a strong, consistent corporate brand. This paper therefore seeks to explore and demonstrate how the three concepts of branding are interrelated through a new framework.

Design/methodology/approach

Three bodies of literature (corporate branding, internal branding, and employer branding) were selected for review and examination in terms of their implications for the proposed framework that conceptualises the relationships between the three areas.

Findings

The review of the literature highlights the importance of employer branding and internal branding, and its potential to support the corporate brand‐building initiatives, whilst maintaining their distinctiveness in the literature. It also sheds light in terms of the inter‐relationships among the three concepts of branding.

Originality/value

The analysis of the literature reveals a degree of synergy and integration between employer branding and internal branding. It also facilitates a comprehensive understanding of the implications of the two concepts for branding and integrated corporate brand management.

Details

Journal of Product & Brand Management, vol. 19 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 24 April 2009

Khanyapuss Punjaisri, Heiner Evanschitzky and Alan Wilson

The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and…

14788

Abstract

Purpose

The purpose of this paper is to understand the internal branding process from the employees' perspective; it will empirically assess the relationship between internal branding and employees' delivery of the brand promise as well as the relationships among their brand identification, brand commitment and brand loyalty.

Design/methodology/approach

On a census basis, a quantitative survey is carried out with 699 customer‐interface employees from five major hotels.

Findings

Internal branding is found to have a positive impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment does not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance. Furthermore, the study shows that brand identification is a driver of brand commitment, which precedes brand loyalty of employees.

Practical implications

A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand‐supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on the behaviours could be dependent on the extent to which it could effectively influence their brand attitudes.

Originality/value

The results provide valuable insights from the key internal audience's perspectives into an internal branding process to ensure the delivery of the brand promise. It empirically shows the relationship between internal branding and the behavioural outcome as well as the meditational effects of employees' brand identification, commitment and loyalty.

Details

Journal of Service Management, vol. 20 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 20 September 2011

Khanyapuss Punjaisri and Alan Wilson

This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of…

15468

Abstract

Purpose

This study seeks to focus on front‐line service employees and their views of internal branding and the extent to which personal and job‐specific factors impact on the success of internal branding in the reinforcement of brand identification and brand loyalty among service employees.

Design/methodology/approach

The research, based on a multiple case study representing the hotel industry in Thailand, involved the completion of 30 in‐depth qualitative interviews with customer‐interface employees followed by a quantitative survey with 680 customer‐interface employees located in five major hotels.

Findings

Corporate service brands need to coordinate internal branding activity to enhance their employees' identification with, commitment to, and loyalty to, the brand. The relationships between the concepts of identification, commitment and loyalty of employees are determined. Personal variables such as age, education, and length of service as well as situational factors regarding their work environment are found to have moderating effects on the effectiveness of the internal branding process.

Practical implications

The paper highlights the importance of internal branding on employees' brand identification, commitment and loyalty. However, management should also be aware that the impact of internal branding would not be constant across all employees within an organisation. Personal variables such as age, educational background, and length of service with the brand should also be taken into account. The impact of internal branding on an employee's attitudes and behaviour are heightened when employees are satisfied with their workplace. As such, internal branding cannot be looked at in isolation and is unlikely to be successful if the work environment is not conducive to the employees and the brand values.

Originality/value

Much of the work on internal branding is conceptual and based on small‐scale studies undertaken with management or consultants. This paper provides empirical evidence from the front‐line service employees' perspective on the relationships between internal branding and brand identification, brand commitment, brand loyalty and brand performance. It also provides an empirical investigation of potential moderators for internal branding.

Details

European Journal of Marketing, vol. 45 no. 9/10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 9 October 2009

Khanyapuss Punjaisri, Alan Wilson and Heiner Evanschitzky

The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms…

8125

Abstract

Purpose

The purpose of this paper is to understand the internal branding process from the perspective of service providers in Thailand. It will reveal the key internal branding mechanisms and empirically assess the relationship between internal branding and employees' brand attitudes and performance.

Design/methodology/approach

A case study representing the Thai hotel industry is adopted with mixed methodologies. In‐depth interviews are first carried out with 30 customer‐interface employees in six major hotels in Thailand. On a census basis, a quantitative survey with 699 respondents from five major hotels in Thailand follows.

Findings

Internal branding coordinating marketing with human resource management has a statistically significant impact on attitudinal and behavioural aspects of employees in their delivery of the brand promise. As employees' brand commitment do not have a statistically significant relationship with employees' brand performance, it is not regarded as a mediator in the link between internal branding and employees' brand performance.

Practical implications

A number of significant managerial implications are drawn from this study, for example using both internal communication and training to influence employees' brand‐supporting attitudes and behaviours. Still, it should be noted that the effect of internal branding on employee behaviours could be dependent on the extent to which it influences their brand attitudes.

Originality/value

The paper provides valuable insights, from the key internal audience's perspectives, into an internal branding process. It has empirically shown the relationship between internal branding and the behavioural outcome as well as the partial meditating effects of employees' brand identification, commitment and loyalty.

Details

Journal of Service Management, vol. 20 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 25 April 2008

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

12557

Abstract

Purpose

Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Much has been written about the importance of employee engagement and its positive links with performance. But what should organizations and managers do to generate and, more importantly, maintain engagement in their employees?

Practical implications

Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.

Details

Human Resource Management International Digest, vol. 16 no. 3
Type: Research Article
ISSN: 0967-0734

Keywords

Available. Content available
Article
Publication date: 9 January 2019

Cleopatra Veloutsou and Francisco Guzman

281

Abstract

Details

Journal of Product & Brand Management, vol. 27 no. 5
Type: Research Article
ISSN: 1061-0421

Available. Content available
Article
Publication date: 9 October 2009

Jochen Wirtz, Robert Johnston and Christopher Khoe Sin Seow

561

Abstract

Details

Journal of Service Management, vol. 20 no. 5
Type: Research Article
ISSN: 1757-5818

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