THE EFFECTS OF INTERNAL BRANDING ON EMPLOYEE BRAND COMMITMENT IN THE CASE OF NATIONAL ALCOHOL AND LIQUOR FACTORY

Abstract

This master’s thesis entitled with “the Effects of Internal Branding on Employee Brand Commitment in the Case of National Alcohol and Liquor Factory” with the purpose of investigating the effects of internal branding on brand commitment of employees of the Factory. In order to achieve the purpose of the study, four hypotheses have been formulated that related the dimensions of internal branding with brand commitment. A standard questionnaire that previously used by scholars on five Likert scale basis was used to collect data from 183 sampled employees of the company, and 92.9% of the questionnaire, which is 170 were returned. In addition to the primary data, a secondary source of data was collected from different booklets and articles of the Factory. To analyze the collected data, both descriptive (frequency distribution) and inferential (correlation and regression) statistics were utilized using SPSS version 20. Correlation and regression analysis were employed to check the relationship between the dependent variable; brand commitment and independent variables; brand oriented internal communication, brand oriented training, brand oriented recruitment and brand oriented leadership. The findings of the study indicated that brand oriented leadership and brand internal communication are found to be the most important factors on influencing brand commitment of employees of National alcohol and Liquor Factory. As a result, the Company is recommended to give more emphasis on these two dimensions in order to improve brand commitment of its employees.