Internal Branding - In search of a New Paradigm: Guest Editorial

Internal Branding has come a long way in being accepted as one of the building blocks of the brand management academic domain. When the first scholarly papers around the topic of internal marketing and internal brand anchorage were published (Greene et al., 1994; Richardson and Robinson, 1986; Wasmer and Bruner, 1991), not a few of the established researchers critically assessed this new stream of research (Lings and Brooks, 1998), as being mainly anecdotal, practice-oriented and highly qualitative. They also criticized its lack of sufficient demarcation from disciplines, such as human resource management or psychology (Rafiq and Ahmed, 1993). But those times have long gon