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An Empirical Study in Between Internal Branding and Organizational Citizenship Behavior: Mediation Effect of Employee Engagement
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Author(s): Smruti Rekha Sahoo (GIET University, Gunupur, India), Saumendra Das (GIET University, Gunupur, India), Sadananda Sahoo (GIET University, Gunupur, India)and Neyyila Saibabu (Aditya Institute of Technology and Management, India)
Copyright: 2025
Pages: 26
Source title:
Harnessing Happiness and Wisdom for Organizational Well-Being
Source Author(s)/Editor(s): Minh Tung Tran (FPT University, Vietnam)
DOI: 10.4018/979-8-3693-8457-2.ch002
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Abstract
This chapter aims to study the impact of internal branding (IB) on employee engagement (EE) and organizational citizenship behaviour (OCB). This study indicated understanding the meditational effect of EE between IB and OCB in the manufacturing industries of India country. The study analyzed the relationship from the data collected from Indian countries like Karnataka, Delhi NCR, and Odisha. The study used reliability, validity, confirmatory factor analysis, and structural equation modelling to test the hypothesis in AMOS version 20. The study shows that IB has a substantial positive impact on EE and OCB. EE has a strong mediation effect between IB and OCB. However, EE could not predict the dimensions of altruism and sportsmanship in OCB. Additionally, there is no significant relationship between IB and OCB in EE. The IB on EE and OCB has been lightly studied previously, and neither has been analyzed to understand its impact on OCB and EE.
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