24

Companies, especially those operating in the services sector, have understood the importance of soliciting their employees as brand ambassadors. Internal branding refers to an array of practices aimed at acculturating employees to the brand, so that they adopt a brand-supporting behavior, especially when in contact with customers. This exploratory study, based on professional life stories, focuses on the reactions of employees facing an inconsistency between brand values and their daily work. Based on developments in the theory of cognitive dissonance, it shows that the relationship between employees and the brand is micro-situated and dynamic, and that it evolves according to initial attachment, work experiences, individual characteristics, and the social environment. From these results, an evolution of internal branding that better takes into account the situation of employees can be envisioned.