Internal Branding as a Marketing Strategy for Start-Up

Ahmed Rageh Ismail (), Bahtiar Mohamad and Muslim Diekola Akanmu
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Ahmed Rageh Ismail: Universiti Utara Malaysia
Bahtiar Mohamad: Universiti Utara Malaysia
Muslim Diekola Akanmu: Universiti Malaysia Perlis

A chapter in Proceedings of the 19th International Symposium on Management (INSYMA 2022), 2023, pp 725-732 from Springer

Abstract: Abstract Internal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding’s Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data were collected using a questionnaire from Egyptian start-ups. The proposed hypotheses were tested using PLS-SEM. The study addresses the roles of inter-functional coordination and internal branding to enhance the performance of a start-up brand. The findings show that start-up brands can be improved through internal branding. Similarly, internal branding programs are necessary to align and transform employee behavior.

Keywords: Start-up; branding strategies; internal branding; brand performance (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-008-4_91

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DOI: 10.2991/978-94-6463-008-4_91

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