The Role of Internal Communication in Infusing Corporate Values and Delivering Brand Promise: Singapore Airlines' Experience

• Main Author: CHONG, Mark
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2007
• Subjects: Advertising and Promotion Management; Asian Studies; Business and Corporate Communications
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/2482; https://doi.org/10.1057/palgrave.crr.1550051
• Institution: Singapore Management University

Most studies on corporate branding and image have focused on the influence of external communication such as advertising and public relations. Less attention has been paid to the strategic role that internal communication and training can play. This study examines the internal communication and trai...