TY  - JOUR
T1  - Examining the Mediation Effect of Employee Engagement on Internal Brand
Practices and Outcome Variables in the Organized Retail Sector
AU - Itam, Urmila AU - Singh, Sapna 
JO  - International Business Management
VL  - 11
IS  - 3
SP  - 673
EP  - 682
PY  - 2017
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2017.673.682
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2017.673.682
KW  - Employee engagement
KW  -internal branding
KW  -job satisfaction
KW  -employee performance
KW  -employee loyalty
AB  - Engaging the hearts and minds of service employees plays a vital role in the firm’s success. Engaged
employees deliver passionate performance and develop strong intellectual and emotional attachment to the job
and organization. The purpose of this study is to examine the mediation effect of employee’s engagement on
internal branding and employee outcome variables such as job satisfaction, employee loyalty and employee
performance. The hypothetical model is developed based on the premise of social exchange theory and is tested
on front-line service employees of organized retail stores located in South India. The findings of the study
reveal that the internal brand practices are critical for engaging the hearts and minds of service employees with
the job and organization and employee engagement has full mediation effect on internal branding practices and
outcome variables.
ER  -