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dc.contributor.convenorRichard Fletcher and David Lowen_AU
dc.contributor.authorKing, Ceridwynen_US
dc.contributor.authorGrace, Debraen_US
dc.contributor.editorRichard Fletcher and David Lowen_US
dc.date.accessioned2017-05-03T12:55:20Z
dc.date.available2017-05-03T12:55:20Z
dc.date.issued2008en_US
dc.date.modified2011-05-06T06:47:47Z
dc.identifier.refurihttp://www.anzmac2008.org/_Proceedings/Index.htmlen_AU
dc.identifier.urihttp://hdl.handle.net/10072/22922
dc.description.abstractThe significance of employee brand awareness enhancing their ability to deliver the brand promise has fuelled the emergence of internal brand management in both academic and practitioner arenas. Awareness requires the dissemination of brand knowledge, while delivering the promise requires employee confidence with respect to their roles and responsibilities. Such confidence is represented here as role clarity and brand commitment. However, group dynamics reflect a diversity of roles, which influence responses to stimuli. Therefore, this study examines the effects of brand knowledge dissemination on employees' role clarity and brand commitment, investigating the impact that hierarchical roles have on employees' response to internal brand management. The results suggest the employee market is not homogenous in their responses. Therefore, organisations expectations of employees as well as allocation of internal brand management resources should reflect this diversity.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent222724 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherANZMACen_US
dc.publisher.placeOnlineen_US
dc.publisher.urihttp://pandora.nla.gov.au/pan/25410/20101006-0008/www.anzmac2008.org/_Proceedings/Index.htmlen_AU
dc.relation.ispartofstudentpublicationNen_AU
dc.relation.ispartofconferencenameANZMAC 2008en_US
dc.relation.ispartofconferencetitleANZMAC 2008 (Proceedings of the Australian & New Zealiand Marketing Academy Conference)en_US
dc.relation.ispartofdatefrom2008-12-01en_US
dc.relation.ispartofdateto2008-12-03en_US
dc.relation.ispartoflocationSydney Olympic Parken_US
dc.rights.retentionYen_AU
dc.subject.fieldofresearchcode350204en_US
dc.titleExamining employee disparity in response to brand knowledgeen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Tourism, Sport and Hotel Managementen_US
gro.rights.copyrightCopyright remains with the authors 2008. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.en_AU
gro.date.issued2008
gro.hasfulltextFull Text


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  • Conference outputs
    Contains papers delivered by Griffith authors at national and international conferences.

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