Abstract

CONRADIE, E; ROBERTS-LOMBARD, M  and  KLOPPER, HB. Strengthening brand awareness through internal marketing: an application to the car rental industry. JCMAN [online]. 2013, vol.10, n.1, pp.201-222. ISSN 1815-7440.

The four traditional internal marketing mix elements, namely internal product, price, promotion and place, as well as the three services internal marketing mix elements, namely internal people, process, and physical evidence are well known in product and services markets, but their influence on brand awareness is unknown in the car rental industry. This research aimed to provide guidance to South African car rental companies to improve their respective brand awareness, enabling them to expand customer bases whilst retaining existing customers. The influence of these seven internal marketing mix elements on South African car rental customers' perception of brand awareness was investigated using structural equation modelling. Equivalence testing was done to compare the current and ideal situations in the car rental industry. The results displayed that internal processes are critical for a positive perception by car rental customers. The results further indicated that the model developed is applicable to the current and ideal situation as perceived by customers of car rental companies.

Keywords : brand awareness; employees; internal marketing; marketing mix elements; structural equation modelling.

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