The present study seeks to explore the predictors of brand promise delivery and
the mediating role of internal brand knowledge between the relationship of
internal brand marketing and internal brand commitment for better promise
delivery of the brand.
The present paper is based on extant literature relating to brand supporting
attitude, i.e., internal brand marketing, internal brand knowledge and internal
brand commitment, and brand supporting behaviour, i.e., brand promise delivery.
Findings –The study proposes a
conceptual model based on the role of internal brand knowledge as a mediator in
the internal brand marketing and internal brand commitment linkage.
–The study can be of immense use to Insurance Companies selling different
policies. The study illustrates that for the better performance by the
employees it is deemed necessary for the company that they provide complete
knowledge to the employees about the different policies. Companies can adopt
internal brand marketing to make the employees more informed and more committed,
consequently resulting into better brand promise delivery by the employees.
paper is among the first attempt to examine the mediating role of internal
brand knowledge between internal brand marketing and internal brand commitment
conceptual in nature, the major limitation is its lack of empirical data to
establish the significance of proposed models. There is a need to conduct an
empirical research in future to overcome the same
Indian Member 40.00
Others Member 3.00