Skip to main content

Internationalisation of Services Brands: The Role of Leadership During the Internal Brand Building Process

Buy Article:

$55.00 plus tax (Refund Policy)


Employees are a critically important constituent of the service brand and being ultimately responsible for delivering its promise. As such they need a shared understanding of their service brand's values, along with strong commitment and identification, to encourage brand supporting behaviour. This internal brand building process becomes more challenging as services brands expand internationally, employing staff from different global zones. From research findings about the role of leadership, we argue that the success of internal brand building depends on the ability to leverage cognitive, affective, and communicative differences amongst culturally-diverse employees. For this, two behavioural competencies are crucial: a) defining a clear brand vision, and b) facilitating verbal and non-verbal social interaction patterns (showing commitment, trusting employees, and living brand values). This helps build passion, commitment and organisational identification amongst employees, ultimately responsible for successful services brands.


Document Type: Research Article


Publication date: 2005-02-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more