EFFECT OF INTERNAL BRANDING ON COMMITMENT OF TEACHERS IN UNIVERSITIES OF PAKISTAN

This study examined the effect of internal branding on employee commitment of teaching faculty of public and private universities in Pakistan. This study was conducted by considering internal branding tools, training, briefings, group meetings and orientation, and internal branding determinants, including vision, core values, internal communication, and reward. Three types of commitments (normative, affective and continuous) are examined. The analysis revealed that the combined effect of internal branding influences employee commitment with 62%. The study also revealed combined effect and individual effect on all three employee commitment types by internal branding. Comparing the impact of internal branding on all commitment types, it is found that internal branding has more effect on employee normative commitment, followed by effective and continuous commitment. Analysis of control variables i-e employee experience and difference of public and private university, has revealed that knowledge influences employee commitment. There is no significant effect of the difference between public and private universities on employee commitment