Internal Branding and Brand Commitment: The Role of Years of Experience & Monthly Income

Abstract

Employee brand commitment has a vital role in their brand supporting behaviors. Therefore, this study is investigated the effect of internal branding Mechanisms on employee brand commitment from the employees’ perspective. This study also is examined the differences in employees’ perspectives on internal branding mechanisms, and employee brand commitment depends on their years of experience & monthly income. This study is targeted the banking industry using a convenience sample that includes ten banks in Palestine. This study is explored the employees’ perspective, thus, the unit of analysis in this study is the banks’ employees. This study is employed a quantitative empirical causal research design, through a self-administered structured questionnaire. This study is used descriptive statistics tests, One-way Analysis of Variance (ANOVA), post-hoc multiple comparisons, two-step SEM process, and the confirmatory factor analysis (CFA). Moreover, the data is analyzed using the “Analysis of Moment Structure” AMOS 20 program. The findings are shown a strong effect of internal branding Mechanisms on employee brand commitment. Also, the study found differences in employees’ perspectives on internal branding mechanisms and employee brand commitment depend on their years of experience & monthly income. Therefore, this research study may provide some benefits to the banking sector and the researcher in order to understand better the factors that will increase employee understanding of internal branding activities and enhancing employee brand commitment.