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October 2, 2025Journal of Product & Brand Management

Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence

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Authors

MSMukta SrivastavaUniversity of Maryland, BaltimoreGSGordhan K. SainiTata Institute of Social SciencesJTJayanthi ThaniganManipal Academy of Higher Education

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Implication

This study finds that internal branding and psychological contract enhance employee outcomes in service sectors, suggesting implications for enhancing customer-centric behaviors.

Key Points

  • Internal brand knowledge and psychological contract fulfilment influence employee outcomes and customer-centric behaviors.
  • Findings reveal that employee brand identification mediates the relationship between internal branding strategies and outcomes.
  • The research utilized partial least squares structural equation modeling to analyze data from 235 service sector employees.
  • This work integrates internal brand knowledge and psychological contract literature to enhance understanding of employee behaviors.

Cite This Study

Srivastava et al. (2025) studied this question.

synapsesocial.com/papers/68de68f683cbc991d0a21de9https://doi.org/10.1108/jpbm-12-2024-5648
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Also Consider

Synapse has enriched 2 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The role of employee relationship proneness in creating employee loyalty2006 · 122 citations
  2. 2Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors2016 · 132 citations