Analysis of the Internal Marketing Process for Improving Brand Equity in a Service Association


The internal marketing elements for administrations fundamentally comprise of seven components (item, value, put, advancement, individuals, forms and physical proof). The present examination incorporates another component, execution, to decide the impact of these eight components on the brand value as seen by clients of auto rental organizations. Despite the fact that auto rental organizations may have a solid brand position, the brand’s fruitful value relies upon the job the workers play in conveying the administration). This examination expected to give direction to auto rental organizations to enhance their particular image value, empowering them to grow client bases while holding existing clients through enhancement of interior showcasing developers.

Keywords: And Structural Equation Modeling, Brand Equity, Internal Marketing, Services Organizations

Article Review Status: Published

Pages: 51-63 (Download PDF)

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