How Internal Branding Shapes Organisational Image: The Mediating Role of Brand Knowledge

Abstract

The goal of this research is to determine the factors that influence internal branding in the promotion of the image of the organisation. The study explored how employees perceived internal branding and how it related to the organisation's image, resulting in the enhancement and positivity of the image of an organisation. This study used a relevant theory and model, namely, Organisation Image Management Theory and an Associative Network Model. This study collected data from 282 employees of a chosen organisation utilising cross-sectional data and quantitative research methodologies. The findings of this study indicate that internal branding can enhance the organisation’s image. The key elements of hiring and retention, reward and recognition, internal communication, and identity congruence all have a big influence on improving the organisation 's image. The study also revealed that the indirect effect of brand knowledge mediates the relationship of internal branding and organisational image. This study will be very useful for employers to understand the value of organisational image in engaging the workforce effectively. This study yields some important and useful suggestions for employers to engage and retain their workforce in the present dynamic work environment. Future researchers are recommended to implement mixed research methods and expand the scope of the study to increase data collection and enhance the accuracy of the study results.