Seduced by Words? A Case study of How Front Line Employees Perceive and Respond to Visions and Values Communicated Through Internal Branding
This paper provides insights into the concepts of corporate and internal branding. In particular, we aim to investigate how front line employees perceive and interpret the communicated visions and values of an organization, and how these relate to organizational culture. Internal branding as a concept emphasizes that in order for organizations to deliver on their promise to its customers, the empl