IMPACT OF INTERNAL BRANDING ON SERVICE EMPLOYEE'S QUALITY COMMITMENT - STUDY ON I.T. SOLUTION SECTOR OF PAKISTAN

Abstract

Internal branding is the process of exposing employees to branding communication so that they better identify with the core brand values. This study aimed to investigate the role of internal branding as a device to promote and enhance a service employee’s quality commitment. Quality commitment is the employee’s identification and loyalty with brand’s quality goals. Survey conducted in this regard showed moderately positive impact of internal branding on service employee’s quality commitment. Moreover, relatively weaker evidence was found that employee age, designation and experience also affect the level of internal branding and quality commitment to some extent.

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 — 6 citations exist upstream.

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