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2. PHD Thesis / Tesis PHD
3. Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

Title:	Internal branding as a predictor of employee brand commitment: role of perceived organizational support and employee engagement
Authors:	Haider Ali Malik (P40359)
Supervisor:	Mohammad Adnan Bin Alias, Dr.
Keywords:	Internal branding Predictor of employee brand commitment Employee brand commitment Perceived organizational support Perceived employee engagement Corporate culture
Issue Date:	Sep-2014
Description:	Employee brand commitment is an emerging concept in services marketing research. Empirical research shows that the more committed the employees to the organizational brand, the more competitive their respective organizations. The researchers contend that having knowledge of employee brand commitment and its predictors may enhance theoretical understanding of factors that contribute to the possible success of an organization. This study aims to address the gaps identified after a detailed review of the relevant literature. Drawing on social identity theory, social exchange theory and job demand-resources model, this study uses two diverse knowledge streams; organizational behavior and services marketing to examine and integrate the predictors of employee brand commitment. In particular, the main purpose of this study is: first, to examine the relationship between internal branding and employee brand commitment as mediated by employee engagement; second, to study the moderating effect of perceived organizational support between internal branding and employee brand commitment, as well as between internal branding and employee engagement. In order to test the hypothesized relationships, statistical procedures that measured mediation and moderation were used. The survey data was collected from 339 full-time hotel employees working in 4 and 5 star luxury hotels in Pakistan. The study hypotheses were tested using PLS- structural equation modeling. The results of the study showed that (a) internal branding and perceived organizational support were positively related to the employee brand commitment and the relationship between internal branding and employee brand commitment is mediated by employee engagement; (b) perceived organizational support is positively related to employee engagement; (c) perceived organizational support moderated the relationship between internal branding and employee engagement (d) perceived organizational support did not moderate the relationship between internal branding and employee brand commitment. This research has theoretical and practical implications. Theoretically, this study brings together the concepts from two diverse fields of study, namely, services marketing and organizational behavior. It explains the predictors’ interplay of employee brand commitment using social identity theory and social exchange theory as the primary underpinning theories. Also within the research context, under the current study-settings, the job resources concept from the Job Demand-Resources (JDR) model has been extended to explain and include the services marketing construct of internal branding as a type of job resource. Practically, this study helps managers and employers to strategically understand the importance, usage and placement of multiple organizational resources such as employee’s perception of organizational support, corporate-brand related internal communications and training simultaneously in organizations to build and strengthen engagement and brand commitment among employees.,PhD
Pages:	184
Call Number:	HD58.7 .M337 2014
Publisher:	UKM, Bangi
Appears in Collections:	Graduate School of Business / Pusat Pengajian Siswazah Perniagaan

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