INTERNAL CORPORATE BRANDING: A CASE STUDY OF BANGKOK BANK PUBLIC COMPANY LIMITED

Abstract

This research aimed (1) to measure the levels of internal corporate branding, learning organization, organizational culture, and internal communication evinced at Bangkok Bank Public Company Limited (BBPCL), (2) to measure the levels of employee involvement and perceived standardized shared value, and (3) to examine the effects of factors of learning organization, organizational culture, and internal communication via perceived standardized shared value and employee involvement on corporate brand image. The research sample consisted of 400 BBPCL employees employed in Bangkok Metropolis and its environs. These employees provided products and front services, were employed at operational centers, were involved in the credit business, and were supporting and managerial employees. The research instrument was a questionnaire. Research data were analyzed using the mean, standard deviation, and t-test. The researcher also analyze data with content analysis through applying the variance-based and covariance-based comparison. The results of SEM analysis showed that the hypothesized model constructed by the researcher evinced congruence with the empirical data. This was shown by the good result of Goodness of Fit Index (GFI) and the Adjusted Goodness of Fit Index (AGFI). Thus, it can be said that the hypothesized model satisfied the quality standard, since congruence between empirical data and the hypothesized model was at the .01 level of statistical significance.