Employees are one of the stakeholder
groups who are influenced by the company
image (Abratt, 1989) and have an impact on company identity (Ind, 1997; Stuart, 2002).
Company marketers need to internalize the
message with the employees. There needs to
be a greater attention to the development of
clearing brand messages with the employees.
The brand positioning must be cleared and
communicated to employees in order to
inspire and assist them to understand their role
in relation to the brand. In fact, employees are
an important information source and reference
for the customer about the company. Therefore,
employee actions and attitudes need to be in
harmony with the way that senior management
wishes the company to be perceived (Kennedy,
1977).