Brand Specific Leadership and Employee Brand Building Behavior: Mediating role of Internal Branding Mechanisms

Abstract

This study aims to comprehend the relationship between brand specific leadership on employee brand building behavior with the mediating role of internal branding mechanisms. Sample size was 371 with an aim of targeting the working in both working private and public sector organizations of Karachi, Pakistan specifically in the management-level from Senior Officers till General Managers. Correlation and regression were performed for testing the proposed hypothesis. The results indicate a significant and positive relationship among all the variables used in this study. Moreover, it was also proven that by adding the right internal branding tools, the quality of leadership can be enhanced in shaping the behaviors of employee towards the brand offering. The current study has addressed the implications for the managers to observe how the role of leadership can play an important role in building the behaviors. The study can be used as the prospectus to understand the significance of building brand behavior in the employee’s mind to both private and public business sectors.