Internal Employee Branding as a Strategic Tool for Building a Brand Image within the Banking Industry: Evidence from an Emerging Economy

Building a brand image is essential for long-term success and growth in the highly competitive banking sector. In the framework of an emerging economy, this study examines the importance of internal employee branding as a tactical tool for bolstering a positive brand image within the banking industry. This study explores how internal employee branding helps to create a brand image, using data and insights from the banking industry of the chosen emerging economy. Using a mixedmethods approach, the study asks banking employees to complete both quantitative surveys and qualitative interviews. Using statistical techniques and theme analysis, the study clarifies the relationship between internal employee branding initiatives and developing a strong, positive brand image within the banking industry. A sample of 550 was processed and analyzed through Partial Least Square-Structural Equation modeling through the application sampling techniques. This thesis adopted the two theories particularly the social exchange theory and the brand equity theory. Both probability and non-probability were adopted in this thesis. The results of the hypotheses showed that twenty of the proposed hypotheses were accepted and four were not accepted. The study revealed that brand appreciation salient, attachment, and consistency had a positive relationship with the dependent variable (brand image). Additionally, a well-thought-out internal branding strategy makes employees feel committed, proud, and belonging, which improves customer experiences and strengthens brand perception in the marketplace. It draws attention to the need for customized internal branding plans that mesh well with the unique organizational culture and context in emerging market environments. This study adds to the body of knowledge on the theoretical and practical implications of internal employee branding strategies for developing a strong and resilient brand image in the banking sector. It provides direction to banking managers and practitioners on how to use internal employee branding as a strategic tool to improve long-term sustainability, competitive advantage, and brand equity in the fast-moving markets of emerging economies.

ISBN:	978-80-7678-310-2
EAN:	9788076783102
Počet stran	46 stran
Datum vydání	18. 12. 2024
Pořadí vydání	První
Jazyk	anglický
Vazba	e-kniha - pdf
Autor:	Attor Cleophas
Nakladatelství	Univerzita Tomáše Bati ve Zlíně
Tématická skupina	999 - nezařazeno
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