Journal of Brand Management

TABLE 1

FROM:

Internal branding: Exploring the employee's perspective

Ceridwyn King and Debra Grace

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Table 1. Research questions and corresponding interview questions (umbrella only)

Figure and tables index
Research Question 1: To what extent do employees understand what their organisation's brand represents? Umbrella questions:
 1. Can you explain to me in your own words what a brand is?
 2. What does your organisation's brand stand for?
  
Research Question 2: How do employees acquire organisational knowledge to help them carry out their roles and responsibilities in accordance with their organisation's brand promise? Umbrella questions:
 1. Can you give me an overview as to the type of information your organisation gives to its employees? How do you receive this information (eg memos, email, newsletter, meeting and training)?
 2. Can you give me an overview as to the type of information (feedback) that employees in your organisation give back to the organisation? How does this happen (eg informal, survey, meetings, etc)
  
Research Question 3: What factors are considered by employees to be necessary for them to successfully deliver their organisation's brand promise? Umbrella questions:
 1. Can you explain to me how having knowledge about your customers' needs and expectations help you to know how to act in certain situations?
 2. To what extent do you feel it is important for you as an employee to understand what has been promised/advertised in relation to the service you provide?
  
Research Question 4: How does the organisation's internal market orientation impact employees' relationship with the brand? Umbrella questions:
 1. To what extent do you feel it is important for you as an employee to understand what has been promised/advertised in relation to the service you provide?
 2. We have talked about what the organisation advertises versus what is actually delivered—is there anything else that your organisation could implement that would ensure there was consistency between the advertised promise and the delivery?
Figure and tables index
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