Internal Branding - Brand-oriented HR management and brand-oriented leadership for promoting brand-compliant employee behavior

This research project aims to explore the influence of brand-focused Human Resources Management and brand-oriented leadership on brand supporting employee behavior.

In an era of increasingly similar product offerings, increasing competition and high interconnectedness between customers, internal branding has become an important part of building a competitive advantage. Using internal branding to align employee behavior with a corporate brand's identity is hereby receiving greater attention. Brand-consistent employee behavior supports the development of a coherent brand image at every customer-brand touch point. Among other organizational variables, brand-focused Human Resources Management as well as brand-oriented leadership play a vital role in enabling employees to align their behavior with the desired brand identity and increasing brand commitment. Managers for example act as role models for brand-oriented behavior and can be considered as major brand ambassadors - internally as well as externally. Brand oriented Human Resources Management on the other hand influences behavior through brand-oriented socialization of employees.

In this research project, a research model will be developed and empirically tested to answer the question, what antecedents of HR management and leadership are likely to elicit employee brand behavior so that employees “live the brand”. Based on the findings of this research, indicators for an effective internal branding can be identified and applied in corporate practice.