Impact of Internal Brand Management on Brand Performance: An Empirical Investigation of Fashion Brand

Abstract Internal branding is becoming important in both academic and professional circles. Even though internal branding is a relatively new phenomenon, but little attention has been paid to its organizational antecedents and repercussions. The purpose of this study was to explore the impact of Internal Brand Management (IBM) and Perceived Ethical Branding (PEB) on Brand Performance (BP) through Employee Brand-Building Behavior (EBBB) in the textile sector of Pakistan. A convenient sampling methodology was used for data collection; Primary data was collected through a survey questionnaire. A cross-sectional survey was used to collect data from 230 frontline employees working in Fashion brand outlets. The results found that Internal Brand Management, Perceived Brand Ethicality, and Employee Brand-Building Behavior significantly influence Brand Performance. Employee Brand-Building Behavior significantly influences Brand Performance and mediate the relationship between Internal Brand Management and Brand Performance. Perceived Brand Ethicality significantly moderate the relationship between Internal Brand Management and Employee Brand-Building Behavior. The findings have practical consequences for textile managers, who can use IBM for planning purposes, to design effective strategies for Internal Brand Management.