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This paper considers the way that greater staff understanding (intellectual buy-in) and commitment (emotional buy-in) can enhance brand and business performance. Focusing on internal branding it shows from the literature review why these two issues are important drivers of brand success. The intellectual-emotional buy-in matrix is developed, showing how managers can better use internal communication to enhance employee buy-in and thus achieve better performance. Interviews with 350 managers and employees provided benchmark readings about intellectual and emotional buy-in. Links between buy-in and perceived employee performance are reported. The proportions of employees in each quadrant of the matrix are detailed, with strategies proposed to increase the proportion of “champion” employees. The positive impact effective communication has on buy-in, and therefore performance, is noted.
Thomson et al. (Mon,) studied this question.