Unraveling the relationship between internal branding and job outcomes: Front line employees perspective

Abstract

This study proposes and tested a research model that investigate internal branding and its effect on job outcomes. Data collected from front line employees working in Indian public sector banks. The relationships were examined through AMOS version 23.0 using structural equation modeling. The results indicate that internal branding manifested by training, internal communications and rewards are significantly related to work engagement and job satisfaction. Specifically, front line employees who receive internal branding are highly engaged than satisfaction with their job. Implications and limitations of the study were discussed further.