The Effects of Internal Branding on Employee Brand Commitment: In Case of University of Gondar, Ethiopia

Abstract

The practice of internal branding has become vital for several strategic concerns being formulated and implemented especially by convinced service organizations and its effect on employees brand commitment has been found out of the ordinary. Researchers identified this dexterously as a pertinent topic to deal in the case of university of Gondar, Ethiopia for its competency incidentally was to be experienced by appropriate research. Incorporating the four acknowledged dimensions of internal branding with brand commitment backed up by hypotheses and a standard questionnaire lead to collect the data from the 362 (96%) sampled employees of the university along with a secondary source of data collected from different books and articles. To analyze the collected data, both descriptive and inferential statistics were utilized using SPSS version 20. Correlation and regression analysis were employed to check the relationship between brand commitment the dependent variable and brand oriented leadership, brand oriented training, brand oriented internal communication and brand oriented recruitment the independent variables. The findings of the study have indicated that brand oriented leadership and brand oriented training are the most important factors on influencing brand commitment of employees and it is recommended to give more emphasis to these dimensions in order to enhance brand commitment of its employees as well.

Keywords: Internal Branding, Brand Commitment, Training, Recruitment and Leadership