The Positive Impact Of Internal Brand Management On Employee Job Satisfaction Through The Mediating Effect Of Brand Commitment In Service Industry; A Bank Or University

The success of companies or industries (especially working in service industry as a bank or university) greatly relies on the performance of its employees. Real brand ambassadors are those service industry employees who are able to leave an intact and deep impact on the stakeholders by an in-depth vision of their selling brand and its value proposition.y. Brand-centered HRM refers to the implementation of HR-related practices & policies, such as hiring, training & development, compensation & benefits etc. to make employees positive and productive towards their brands. Few characteristic vital pillars of the organizations to create competitive advantage as suggested by academicians and practitioners are well-trained, motivated and fairly recruited employees (Asad ur rehman 2019). The purpose of this study is to investigate the impact of internal brand management on employee job satisfaction through the mediating effect of brand commitment. Data has been collected from 300 front-line employees of commercial banks working in MCB, SCB, Bank Al Habib and Bank Alfalah, with the help of an adopted instrument. Data analysis has been done with the help of PLS SEM and Exploratory Factor Analysis (EFA) technique is used to analyze the dimensions of Internal Brand Management (IBM), Brand Commitment (BC) and Job Satisfaction (JS). The findings of this this study suggest that internal brand management has major contribution to develop brand commitment with the organization and this commitment leads towards employees' job satisfaction. It is also empirically evidenced that brand identification plays a significant role in developing the sound of internal brand management but the brand leadership, brand communication and brand centered human resource management are not individually supported by IBM. However, these dimensions become strong due to the involvement of mediator-employee engagement and employee empowerment.