@article{2023:knezovi:internal_b,
title = {Internal branding as a strategy of increasing employee retention: the role of brand identification and brand orientation},
year = {2023},
note = {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.},
journal = {JEEMS Journal of East European Management Studies},
pages = {583--605},
author = {Knezović, Emil and Jamak, Lamija},
volume = {28},
number = {4}
}