TY  - GEN
AU  - Asha, C. S.
AU  - Jyothi, P.
SN  - 0973-8266
AU  - Asha, C. S.
AU  - Jyothi, P.
LA  - eng
CN  - ENP-5d204f8c-a0d9-4305-8780-5391cd538fe8
TI  - Internal branding: a determining element of organizational citizenship behaviour
PY  - 2013
AB  - There has been a remarkable resurgence of research in internal branding in last few years in the past. This study demonstrated the relationship between internal branding and the organizational citizenship behaviour. Internal Branding is the strategic process of creating brand ambassadors within the organization who represent their organization as the best place to work in the external marketplace. This study shows how internal branding acts as a key determinant of the employee’s organizational citizenship behaviour. The various parameters of internal branding process help in creating committed employees. It also creates a favourable psychological climate within the organization, which helps in building employee brand commitment and psychological ownership in the organization. Internal branding helps in increasing the congruency of employee and organizational values, thus increasing the employee satisfaction and building citizenship behaviour among the employees.
ER  -