Examining employees’ brand commitment as a mediator in the relationship between internal branding and employees’ brand behavior

الملخص EN

Despite of the increased recent attention given to internal branding, little empirical research is found on this topic, especially in Egypt.

The current study aims to examine the effect of internal branding practiced by banks on in-role and extra-role behavior of bank employees.

The proposed relationship is mediated by employees' affective and continuance commitment.

A single cross sectional descriptive research was employed to collect the research data and Structural Equation Modeling (SE-M) was used to evaluate the research model and test the proposed hypotheses.

Findings of the study suggest that internal branding significantly improves employees' in-role and extra-role performance.

Moreover, part of the impact of internal branding on employees' supportive brand behavior is due to their affective commitment.

However, results indicate that continuance commitment of employees does not mediate the examined relationship between internal branding and in-role and extra-role behavior.