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- W2579952451 abstract "This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees." @default.
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- W2579952451 date "2017-01-25" @default.
- W2579952451 modified "2023-09-26" @default.
- W2579952451 title "Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance" @default.
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- W2579952451 doi "https://doi.org/10.5539/ijbm.v12n2p207" @default.
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