Factors Predicting Brand Promise Delivery: The Mediating Role of Brand Knowledge between Internal Brand Marketing and Brand Commitment

Abstract

Purpose – 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. Methodology – 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. Practical Implication –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. Originality/Value –The paper is among the first attempt to examine the mediating role of internal brand knowledge between internal brand marketing and internal brand commitment link. Limitations –Being 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.