Relationships of Brand Orientation with Internal Branding Factors: An Employee Perspective in a B2B Manufacturing Context

Purpose: This study examines employee perceptions of the firm’s brand orientation and internal branding efforts, as well as the benefits (outcome factors) of internal branding, to determine the extent to which employees understand and internalize these concepts, ultimately resulting in brand performance.

Methodology: The study was conducted in a manufacturing B2B firm setting, utilizing a survey administered online via a link included in an email invitation sent to 600 employees. A total of 220 complete surveys were collected and analyzed.

Findings: The results indicate that all internal branding factors are positively and significantly correlated. Internal branding determinants significantly predict brand performance, brand orientation, and internal branding. Additionally, some demographic variables influence employee perceptions of internal branding factors.

Results: The benefits/outcome factors of internal branding, drawn from the literature, include brand commitment, brand citizenship behavior, brand allegiance, and employee recognition/reward. These factors were found to have a significant impact on brand performance.

Authenticity: This study is one of the pioneering investigations conducted in the manufacturing sector to explore brand orientation and internal branding from employees’ perspectives, offering valuable insights for both academic research and managerial practices.

Keywords: Internal Branding, Brand Orientation, Internal Branding Factors

JEL Codes: M3, M1