Internal branding as a strategy of increasing employee retention: the role of brand identification and brand orientation

Emil Knezović; Lamija Jamak

doi:10.5771/0949-6181-2023-4-583

Contents
- Chapter Expand | CollapseAuthorsPage
- 579–580 Titelei/Inhaltsverzeichnis 579–580
- 581–582 Editorial 581–582
- 583–782 Articles 583–782
  - 583–605 Internal branding as a strategy of increasing employee retention: the role of brand identification and brand orientation Emil Knezović, Lamija Jamak Emil Knezović, Lamija Jamak 583–605
  - 606–629 The Influence of personal skills for telework on organisational commitment: The mediating effect of the perceived intensity of telework Asta Stankevičienė, Neringa Grincevičienė, Danuta Diskienė, Greta Drūteikienė Asta Stankevičienė, Neringa Grincevičienė, Danuta Diskienė, Greta Drūteikienė 606–629
  - 630–663 Investigating the Relationship between Workplace Expectations and Turnover Intention Mindset among Romanian Students as Representatives of Generation Z Elena Botezat, Silvia Fotea, Ioan Fotea Elena Botezat, Silvia Fotea, Ioan Fotea 630–663
  - 664–697 Building and Managing an Ambidextrous SME in Central and Eastern Europe Martin Vogl, Christopher Schumacher, Peter Maas Martin Vogl, Christopher Schumacher, Peter Maas 664–697
  - 698–722 An Investigation of Top Management Teams’ National Career Patterns in the Age of Globalization – Evidence from Eastern Europe Anja Küpper, Tobias Dauth Anja Küpper, Tobias Dauth 698–722
  - 723–749 How Interpersonal Trust Influences Knowledge Hiding: Examining a Moderated Mediation Model Daimi Koçak Daimi Koçak 723–749
  - 750–782 Organisational Commitment and Organisational Cynicism: the Effect on Employees’ Emotional State and Intentions to Leave the Organisation Jolita Vveinhardt, Włodzimierz Sroka, Vita Juknevičienė Jolita Vveinhardt, Włodzimierz Sroka, Vita Juknevičienė 750–782
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JEEMS Journal of East European Management Studies , page 583 - 605

Internal branding as a strategy of increasing employee retention: the role of brand identification and brand orientation

Autoren

Emil Knezović Lamija Jamak

DOI
- doi.org/10.5771/0949-6181-2023-4-583
- ISSN: 0949-6181
- ISSN online: 1862-0019
Abstract

The purpose of this study is to investigate the relationship between internal branding and employees’ intention to stay in organizations in Bosnia and Herzegovina while considering the mediating role of brand identification and brand orientation. A primary cross-sectional data was collected by administering a questionnaire to employees in B&H organizations resulting in the final sample of 336 employees. The results indicate that brand identification mediates the relationship between internal branding and employees’ intention to stay. However, contrary to the assumption, brand orientation does not mediate the relationship between internal branding and employees' intention to stay. Due to scarce literature on this topic in B&H, these findings provide helpful managerial implications and represent a solid basis for further research.
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