Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP)

Abstract

This paper explores the various dimension of Internal Branding like training, orientation and briefing and its impact on Brand commitment and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).The study shows that training, orientation and briefing of Internal Branding (IB) does impact Brand commitment(BC) and brand supporting behavior(BSB). Internal Branding impact both organizational attractiveness and Firm performance while brand commitment only impact organizational attractiveness. With respect to brand supporting behaviour, brand citizen behaviour (BCB) and brand allegiance (BA) impact Organization attractiveness, while brand citizen behaviour (BCB) and brand endorsement (BE) impact firm performance.