ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 10, Number 2, July 2012

Internal Branding: A Comparative Analysis of Banking Sector in Pakistan
Shumaila Kashif - SMIU, Karachi, Pakistan
Dr Amanat Ali Jalbani - SZABIST, Karachi, Pakistan

With the growing consumerism and corporate competition, organizations, particularly banks are required to augment the sense of branding among their employees. In this view, this research study intends to extend understanding towards brand supporting behavior and assesses empirical relationship between brand supporting behavior and brand performance. Also, it evaluates internal branding process from perspective of employees to know attributes of organization that motivate them in living the brand or delivering the brand performance. A quantitative survey is conducted in banking sector and structural equation modeling is applied to assess the goodness of fit of model and to interpret causal relationships. To explore the factors of internal branding which drive performance of employees, in-depth interviews are also carried out. Attributes that motivate employees and contribute in building internal branding process are found as: work environment, employment, and internal communication...


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DISCLAIMER: All views expressed in the journal are those of the authors and not necessarily reflect the policies or preferences of JISR-MSSE or SZABIST.