Unraveling the effects of “living the brand”: a resource generating outlook

Abstract

ABSTRACT Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding acts as a resource-generating mechanism for both employees and organizations through enhanced employee well-being and brand performance. A sample of 919 frontline employees of private banks in India was collected through a multi-stage sampling technique. Structural equation modeling using AMOS was employed to examine the hypothesized relations, whereas bootstrapping procedure was followed to assess the mediation effect. The findings unveiled the favorable impact of internal branding dimensions on employees’ well-being and brand performance.