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Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance

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  • Neerja Kashive
  • Vandana Tandon Khanna

Abstract

This paper explores the various dimension of Internal Branding like training, orientation and briefing and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).It further explores impact of Internal branding (IB), Brand commitment (BC) and Brand supporting behavior BSB) on Organization attractiveness (OA) and Firm Performance (FP). The study shows that Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) impact Organizational attractiveness. While Internal Branding (IB), Brand commitment (BC) and brand supporting behavior (BSB) do not impact directly firm performance, but organizational attractiveness do have significant impact on perception of firm performance among employees.

Suggested Citation

  • Neerja Kashive & Vandana Tandon Khanna, 2017. "Building Employee Brand Equity to influence Organization Attractiveness and Firm Performance," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(2), pages 207-207, January.
    • Handle: RePEc:ibn:ijbmjn:v:12:y:2017:i:2:p:207
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    References listed on IDEAS

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    1. Beckett-Camarata, Elizabeth Jane & Camarata, Martin R. & Barker, Randolph T., 1998. "Integrating internal and external customer relationships through relationship management: A strategic response to a changing global environment," Journal of Business Research, Elsevier, vol. 41(1), pages 71-81, January.
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    Cited by:

    1. Thana Sirijansawang & Prapatpong Upala, 2017. "Evaluating Corporate Identity in the Office of Production Business Group in Bangkok through Automotive Business and Real Estate Business," Asian Social Science, Canadian Center of Science and Education, vol. 13(9), pages 174-174, September.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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