Can Identification and Branding Augment Employee Engagement? An Empirical Analysis

Abstract

The focus of the research is to analyse the role of Branding and Identification on Engagement. This paper gives a survey of the current evidence on such relationship and offers recommendations for additional investigations. A broad review of the existing body of knowledge relevant literature to the subject has been attempted to establish an association among Internal Branding, Organizational Identification and Employees Engagement in Telecom Sector of Pakistan. Fewer studies have been carried out that discovered positive affiliations while others negative and a few no affiliations at all. Here we employed the case study of telecom sector of twin city of Pakistan and the study used primary data of the middle level managers collected through self-administrated questionnaire. The study was carried out on non-probability convenience sample size of 271 from the respondents at supervisory and mid-level, managerial positions of five different telecom organizations of Rawalpindi/Islamabad. Regression analysis was applied to verify the hypotheses of study. The study concluded by identifying that there is vital and significant impact of Internal Branding & Organizational Identification on Employees Engagement. Key Words: Identification, Branding and Engagement Empirical Analysis