Employees Perspective on Internal Branding Mechanisms. Case Study of a Multinational Organization in Ghana
This study examines how employees are supported to acquire
requisite knowledge and skills and build brand supportive behaviors for corporate
success. The study was conducted in a manufacturing setup of a multinational organization
in Ghana. Being an exploratory study, a qualitative approach was adopted, and primary
data was collected from twenty respondents via face-to-face semi-structured interviews.
Purposive sampling was employed as it enabled diversity to be explored and targeted
personnel to be contacted and interviewed. Manual coding was used in analyzing data
collected. The study findings identified various mechanisms
that an organization can employ to help employees build brand supportive behaviors,
and to get employees empowered to deliver on the brand promise. The findings revealed that internal branding initiatives
such as employees perceived knowledge and capability building activities, internal
communication, leadership support, and the work environment, acted as critical mechanisms
that contributed to employees’ empowerment and display of brand supportive behaviors.
The study further notes that effective management and implementation of internal
branding activities contributes greatly to employees’ empowerment, employees’ internalization
of corporate values, and consequently employees’ delivery on the brand promise.
The study results confirm the significance of internal
branding initiatives to employees’ development and organizational growth and recommends
that internal branding initiatives be promoted for sustained success. The research
approach adopted however limits generalizability of the findings to other organizations. This study contributes to the scanty empirical literature
on internal branding in Africa, and more importantly to the limited literature on
internal branding in Ghana.
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