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Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions

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  • Ulrika Leijerholt
  • Galina Biedenbach
  • Peter Hultén

Abstract

Challenged by demanding contextual conditions, public sector organizations struggle to succeed in internal branding. The purpose of this study is to investigate the effects of value congruence in internal communication and positive organizational practices on employees’ brand perceptions. The study examines the impact of PSM on these variables. The results of a survey demonstrate the importance of value congruence and positive organizational practices for facilitating employees’ brand identification, brand pride, and brand commitment. The findings show that PSM directly impacts employees’ opinions about value congruence and positive organizational practices, and indirectly influences their affective responses to the organizational brand.

Suggested Citation

  • Ulrika Leijerholt & Galina Biedenbach & Peter Hultén, 2022. "Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions," Public Management Review, Taylor & Francis Journals, vol. 24(3), pages 442-465, March.
    • Handle: RePEc:taf:rpxmxx:v:24:y:2022:i:3:p:442-465
    DOI: 10.1080/14719037.2020.1834607
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    Cited by:

    1. Urooj Ahmed & Sharizal Hashim, 2022. "Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in Building Employee’s Brand Relationship Quality towards Organization’s Brand," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    2. Dag Yngve Dahle, 2024. "Trust and Shout: The Reputation/Voice Tension in Schools and Hospitals," Corporate Reputation Review, Palgrave Macmillan, vol. 27(1), pages 52-69, February.

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