This study examined discrepancies in the brand image of a Japanese frozen food company perceived by the company’s employees and its consumers. Using a hypothesized model leading to brand loyalty, structural differences between the company’s employees’ (internal) and consumers’ (external) brand images were revealed: the two images did not structurally match.

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• Miho Aizawa(Chuo University, Japan)
• Yasushi Kyutoku(Chuo University, Japan)
• Erina Yoshida(Chuo University, Japan)
• Yuko Minami(Nichirei Ltd., Japan)
• Ippeita Dan(Chuo University, Japan)