Content Details | NUML Online Research Repository

Title IMPACT OF INTERNAL BRANDING ON BRAND COMMITMENT AND BRAND LOYALTY: MEDIATING ROLE OF BRAND IDENTIFICATION.

Author(s) Adila Arif

Abstract Thesis Title: Impact of Internal Branding on Brand Loyalty and Brand Commitment: Mediating role of Brand Identification. This research investigated the impact of internal branding on brand commitment and brand loyalty and mediating effect of brand identification in the relationship between internal branding and brand commitment and also mediates the relationship between internal branding and brand loyalty. Today, branding is considered as one of the vital element of marketing strategy in the organization. This study was conducted on restaurants within the city of Faisalabad, Pakistan. For this study eight brands were selected which basis on their popularity amongst the employees. 250 questionnaires were distributed to the employees in the various restaurants. As the outcome, the respondents returned back 238 questionnaire out of 250. 204 questionnaires were used in the analysis of data. Convenient sampling technique was used for data collection. Respondents were employees of restaurants. SPSS software was used for data analysis. Different statistical methods such as Frequency, Cronbach Alpha, Correlation, Regression analysis and Mediation analysis were used for data analysis. Findings revealed that internal branding have a significant impact on brand identification, brand commitment and brand loyalty. Results also suggest that there is a significant mediating effect of brand identification in the relationship of internal branding and brand commitment and also in the relationship of internal branding and brand loyalty. Moreover, this research also having some limitations as list of antecedents for brand identification and its application in industries other than apparel sector. For managerial point of view, brand managers should adopt measures for employees’ engagement with brand. Two way communications can be base of this engagement. Furthermore brand managers should work on their brand relationship and brand images. Key Words: - Internal Branding, Brand Identification, Brand Commitment, Brand Loyalty

Type Thesis/Dissertation MS

Faculty Management Sciences

Department Management Sciences

Language English

Publication Date

Subject

Publisher

Contributor(s)

Format

Identifier

Source

Relation

Coverage

Rights