• Chanda Gulati
• Dr. Garima Mathur
• Dr. Yogesh Upadhyay

Abstract: Purpose The purpose of this paper is to study the effect of Internal branding on work engagement and affective commitment in the educational setting. Design/methodology/approach The study used a quantitative survey with a sample of 200 faculty members working in management institutes of Madhya Pradesh (India). Findings The study investigated that internal branding and work engagement significantly affected the affective employee commitment. The study also demonstrated that work engagement mediated the relationship between the two. The result implies that appropriate internal branding initiatives focused in improving the work engagement among the employees is a prerequisite to influence the employees’ commitment. A significant managerial implication can be drawn from this study, for example using both internal communication and training dimension of Internal Branding engaging employees to influence employees’ brand-supporting attitudes and behaviours. Originality/value The internal constituents are the prime factor on which the success of brand relies. So, the engaged and committed faculty members may be taken as pivotal for the branding of any educational institutes in developing a long term relationship with the students and alumni. Keywords: Internal Branding, Work Engagement, Commitment Paper Type: Research Paper

Internal Branding, Work Engagement, Commitment

"Engaging through Internal Branding in Education Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 12, page no.93-99, December-2018, Available :http://www.jetir.org/papers/JETIR1812011.pdf

"Engaging through Internal Branding in Education Sector", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 12, page no. pp93-99, December-2018, Available at : http://www.jetir.org/papers/JETIR1812011.pdf