This study aims to investigate the role of internal brand knowledge in enhancing employee-based brand equity and driving positive employee outcomes in the banking industry.
The sample for this research consisted of 325 employees working in the banking sector in Kosovo. Structural equation modelling and confirmatory factor analysis were used to analyse the data and determine the effects of brand commitment and role clarity on employee-based brand equity benefits.
The findings suggest a positive relationship between internal brand knowledge and employee-based brand equity benefits. However, it appears that there was no significant relationship found between role clarity and intention to stay.
Theoretically, this study could contribute to the literature on branding and human resources by establishing a link between internal brand knowledge and positive employee outcomes.
Practically, it may suggest that companies, particularly in the banking sector, should invest more in internal branding initiatives to enhance their overall brand equity and foster positive outcomes among their employees.
The originality of this study might lie in its focus on the banking industry, a sector where the importance of brand equity is often understated. Furthermore, it could be one of the first studies to examine the influence of internal brand knowledge on employee outcomes, adding a new perspective to the existing body of literature.
