The Impact of Internal Branding on Employees’ Brand Supporting Behaviour in Banking

Abstract

The paper explored the antecedents of employee internal branding and employee supporting behavior. There is limited research on internal branding in emerging markets especially in the banking sector in South Africa. The results indicate that internal branding through employee brand identification, brand commitments and brand awareness positively results in employee supporting behavior. The implications indicate that internal branding strategies should be a coordinated effort of human resources and marketing departments to develop employees who understand the importance of brand supporting behavior which influences bank loyalty by employees and brand loyalty by customers.

Keywords:

• Internal branding
• employee brand supporting behavior
• brand identification
• brand commitments
• brand awareness