The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-organization Fit

Abstract

This study is an effort to examine an association between Internal Branding (IB) and Organizational Citizenship Behavior (OCB) with the mediator role of a Person-Organization fit (P-O fit). The main goal is to integrate internal branding and organizational citizenship behavior and reveal the potential relationships between the two constructs. A survey questionnaire form was used to collect data and 349 employees, who currently work in an organization, participated in the study. The findings showed that there is a significant association between internal branding and organizational citizenship behavior. On the other hand, it was found that person-organization fit does not mediate the relationship between internal branding and citizenship behaviour.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 42 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.