<abstract xmlns="http://www.w3.org/1999/xhtml"><p>As competition between employers has become more intense in recent years, employee-based differentiation has become one of the strategic solutions for many organizations. The objective of this paper is to test a nomological model between internal branding, attitude, satisfaction, and loyalty. Data were collected through a survey among employees of a leading electronics conglomerate from Romania. While the relationship between attitudes and loyalty is partially mediated by satisfaction, the relationship between internal branding and satisfaction is indirect, with full mediation by attitudes being detected. The results of the study agree with previous studies, which suggested that internal branding influenced certain employee behaviors, such as positive attitudes, satisfaction, or loyalty.</p></abstract>

As competition between employers has become more intense in recent years, employee-based differentiation has become one of the strategic solutions for many organizations. The objective of this paper is to test a nomological model between internal branding, attitude, satisfaction, and loyalty. Data were collected through a survey among employees of a leading electronics conglomerate from Romania. While the relationship between attitudes and loyalty is partially mediated by satisfaction, the relationship between internal branding and satisfaction is indirect, with full mediation by attitudes being detected. The results of the study agree with previous studies, which suggested that internal branding influenced certain employee behaviors, such as positive attitudes, satisfaction, or loyalty.

Internal Branding: Antecedents of Employee Attitudes, Satisfaction, and Organizational Loyalty

Studia Universitatis Babes-Bolyai Oeconomica

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

As competition between employers has become more intense in recent years, employee-based differentiation has become one of the strategic solutions for many...

Internal Branding: Antecedents of Employee Attitudes, Satisfaction, and Organizational Loyalty

Data publikacji: 31 gru 2020

Zakres stron: 27 - 38

DOI: https://doi.org/10.2478/subboec-2020-0013

Słowa kluczowe
internal branding, attitudes, satisfaction, loyalty

© 2020 Mircea-Andrei Scridon, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Internal Branding: Antecedents of Employee Attitudes, Satisfaction, and Organizational Loyalty

Data publikacji: 31 gru 2020

Zakres stron: 27 - 38

DOI: https://doi.org/10.2478/subboec-2020-0013

Słowa kluczoweinternal branding, attitudes, satisfaction, loyalty

© 2020 Mircea-Andrei Scridon, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
internal branding, attitudes, satisfaction, loyalty