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What is Internal Branding and Employee Commitment about?

This study conducts a meta-analysis of 65 research studies to explore how internal branding activities influence employee commitment, identifying key operationalizations such as brand communication and HRM. It finds that personal and job characteristics significantly moderate this relationship, providing insights for brand managers on effective internal branding strategies. The research contributes to the literature by consolidating four decades of findings and offering a comprehensive definition of interna

Author

232801418

Language

EN