The Presence of Internal Branding as a Strategy in Ten Branded Retail Stores in New Castle - Dissertation Example

The current research uses both secondary and primary methods of research. Secondary research is conducted by undertaking a survey and critical review of books, journal articles and authentic websites. Next, the primary research is conducted on a sample of 50 employees from 10 retail stores in New Castle. The stores are selected on the basis of judgmental sampling using the convenience of the researcher and the consent of the store managers to let employees participate in the research. A quantitative survey instrument is developed based on the insights gained through the literature review on the strategies or activities involved in internal branding, the mediating factors of brand promise delivery, and the practical aspects of brand promise delivery.

The quantitative responses are used for conducting a correlation analysis to establish the relationship between internal branding and brand promise delivery. 1.5 Significance of ResearchThe current research is expected to provide evidence of direct linkages between internal branding and brand promise delivery and hence it highlights the significance and potency of internal branding. The research is therefore expected to provide practitioners and organizations, especially retail organizations with the reason to focus on internal branding.

Next, the research also brings forth and tests the mediating factors that lead internal branding to affect the brand promise delivery by the employees. This fills a gap in the literature as there has been very little interest shown in evaluating the individual factors that may impact the brand promise delivery and which can also be traced back to internal branding. The research will also highlight if the retail stores in the UK are aware of the concept of internal branding and if they are using it as a concerted strategy to improve employee performance and customer satisfaction.

This research will therefore help in guiding any future research in the retail sector and will also provide a case for making retail stores better equipped to successfully employ internal branding to gain the benefits.