The Relationship between Internal Branding and Brand Behavior of Bank Employees: Do Employees' Personal Factors Moderate the Relationship?

Document Type : Original Article

Authors

1 Marketing department Faculty of Finance and Administrative Sciences University of Pharos Alexandria Egypt

2 Marketing Department Faculty of Commerce Cairo University Cairo Egypt

Abstract

Internal branding has recently ganed much attention in the service marketing literature. However, empirical research in this area is still considered scarce. The following study examines the effect of internal branding in banks on brand behavior of bank employees. The mediation impacts of role clarity and affective commitment and the moderation impacts of employees' personal factors are also examined. A single cross sectional design was used to gather the research data and SEM was used to evaluate the proposed model and test the research hypotheses.  Findings indicate that internal branding affects on bank employees' brand behavior is not direct but through its impacts on employees’ role clarity and their affective commitment. Moreover, the length of service of employees in their banks strengthens the link between role clarity and employees' brand behavior, while the age of employees has few but different moderation impacts on the examined relationships
 
 

Keywords

Files

Share

How to cite

Statistics