How Does Internal Brand Communication Affect Organizational Outcomes? The Mediating Roles of Brand Identification and Employee Behaviors

Abstract

ABSTRACT Using a survey of 400 full-time employees in Korea, this study investigates the underlying processes through which internal brand communication influences organizational outcomes. Specifically, the study examines how internal brand communication influences turnover intentions through brand identification and employees’ in-role and innovative behaviors. The analysis showed that internal brand communication increases brand identification, which further increases the in-role and innovative behaviors of employees. It also revealed that in-role behaviors increase turnover intentions.