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Employee Well-being through Internal Branding: An Integrated Approach for Achieving Employee-based Brand Outcomes

Asha Binu Raj

Global Business Review, 2020, vol. 21, issue 4, 1065-1086

Abstract: Internal branding is considered as an Human Resource (HR) construct for creating, implementing and measuring the employee-based brand image in organizations. The purpose of this study was to empirically analyse the influence of internal branding initiatives on overall workplace well-being in which every stakeholder feels included, valued and respected. A study conducted on a sample of 443 respondents across four different Indian services sector examined how internal branding strategies help in psychological, physical, spiritual, financial and social well-being of employees. A conceptual framework based on the hypotheses was tested to establish correlations among internal branding, employee well-being and employee-based brand outcomes at individual and organizational levels. It shows that internal branding is an integral part of overall well-being programme and supports individual and organizational outcomes. Organizations can use this framework to improve their well-being strategies based on their internal brand creation process and also benefit from the increased organizational effectiveness.

Keywords: Internal branding; employee well-being; employee engagement; talent branding; quality of work life; employee-based brand outcomes (search for similar items in EconPapers)
Date: 2020
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DOI: 10.1177/0972150918779161

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