Magister Commercii - MCom / The focus of branding is often externally focused, yet it is the employees through
their direct interaction with the brand, that can make or break the brand promise.
Despite the important role of employees in building the brand, they are often
overlooked in brand building strategies.
The purpose of the study was to test the effect of internal brand management on
brand commitment and brand trust in a government organisation. Front-line
employees of the South African Post Office, a state-owned organisation in South
Africa was selected to collect the data using convenience sampling. Cronbach Alpha
and content validity was used to test the reliability and validity of the measurement
instrument. The data was not normally distributed and non-parametric tests were
performed during data analysis. Descriptive statistics was used to describe the
basic characteristics of the respondents and the correlation coefficient (Rho) was
used to test the relationships between variables. All three hypotheses were
accepted.
The results are consistent with previous research, however, new developments are
emerging. For front-line employees to commit to the brand, they must trust the
brand, which in turn is created through brand identity. Negative external
communication influences the ability of front-line employees to deliver the expected
brand promise. Importantly, the role of top management in fostering internal brand
management cannot be overlooked.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:uwc/oai:etd.uwc.ac.za:11394/6690 |
| Date | January 2018 |
| Creators | Mouton, Estelle |
| Contributors | Herbst, Frederick |
| Publisher | University of the Western Cape |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Rights | University of the Western Cape |
Page generated in 0.0024 seconds