Delivering the Brand Promise Through Gig Workers: Internal Brand Management in Ride-Hailing Platforms

This paper explores the intersection of Internal Brand Management (IBM) and the Sharing Economy, specifically how platform organizations ensure brand-aligned service while relying on gig workers. Basic IBM relationships are examined for continued validity in two ride-hailing platforms. Potential moderators are explored, including electronic performance monitoring, qualitative job insecurity, and platform fairness. Findings reveal that IBM relationships persist, offering a scalable solution for consistent brand delivery. Moderating effects are identified, offering insights for platform managers and prompting avenues for future research. With growth of the gig economy, understanding the adaptability of IBM in platform contexts is crucial for brand success. ©The authors ©Services Marketing Quarterly ©Taylor & Francis Group.