Internal Branding

ISBN-13: 9783659812255 / Angielski / Miękka / 2016 / 164 str.

Uma Venkatachalam

Opis

This research is based on analyzing the impact of Internal Branding towards Organizational Commitment and Brand Supporting Behavior with special reference to Retail stores. The study is conducted among the internal customers (employees) of the retail stores. The study shows that there is positive influence of Internal Branding in building the organizational commitment and brand supporting behavior among the employees. It shows that internal branding plays vital role in Retail stores.

O autorze

The Author has done her Doctorate in Management, in the area of Internal Branding. She is the Head, Department of Business Administration at Sankara College of Science and Commerce since 2015. She has nearly 10 years of corporate and academic experience. She has published 17 research articles in various national and international journals.