ERBE 05 1 04
Connecting Internal Branding with Employee Brand Performance
SHOAIB MUHAMMAD 
a, FRANCO CURMI b, ABDUL REHMAN BIN S SENATHIRAJAH a, FIZZA ALI c
a Faculty of Business and Accounting, Persiaran Universiti, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia; b Faculty of Economics, Management and Accountancy, University of Malta, Msida MSD2080, Malta; c National University of Modern Languages (NUML), Islamabad, Pakistan.
To cite this article:
Shoaib Muhammad, Curmi, F., Senathirajah, A.R.B.S., Ali, F.. 2026. Connecting Internal Branding with Employee Brand Performance, European Review of Business Economics V(1): 53-82.
DOI: https://doi.org/10.26619/ERBE-2025.5.1.4
Received: 30 October 2025. Accepted: 17 December 2025. Published: 1 January 2026.
Language: English
Abstract
Despite its critical managerial relevance and foundational role as a subset of internal marketing, Internal Branding (IB) has historically garnered less scholarly attention and theorisation, and IB efforts directed at internal audiences remain mainly under-researched and uncharted. This study addresses this gap, particularly within the under-researched public banking sector, by examining the impact of IB practices on Employee Brand Performance (EBP) and examining the crucial mediating role of Brand Commitment (BC) in this relationship. Using data from 426 banking staff in Pakistan analysed via Partial Least Squares (PLS), this research tested 13 hypotheses and identified a structure of four latent constructs influencing EBP. The results reveal that an effective IB strategy affects EBP and brand commitment; however, brand trust and brand identification do not directly affect EBP. For managers, this study suggests that branding should be viewed as an all-encompassing process evolving at all organisational levels, with employee brand trust and commitment deserving full attention, and it recommends that managers in financial services actively pursue the IB strategy rather than letting it become a passive function of human resources. This research is original in that it fills a gap by bringing together two under-researched areas in the banking industry—IB and EBP—, reveals the significance of creating IB at the corporate level, proposes the antecedents of EBP, and clarifies the relationships among them.
Keywords
Internal Branding, Brand Knowledge, Brand Commitment, Employee Brand Performance, Brand Trust, Banking sector.
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