TITLE

Impact of Internal Branding on Service Employees' Quality Commitment -- Study on Education Sector of Pakistan

AUTHOR(S)
Gull, Shamaila; Ashraf, Sahar Mubeen
PUB. DATE
July 2012
SOURCE
International Journal of Business & Social Science;Jul2012, Vol. 3 Issue 14, p302
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
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.
ACCESSION #
77689744

 

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