Does Internal branding effect on Employee Performance? An Empirical Evidence from Services Sector of Pakistan.

Abstract

Internal branding with its divergent tools techniques and dimensions is no doubt capable of aligning and changing interests, attitudes, minds and behavior of people inside the organization. However, impact of internal branding vary according to different sectors, this study instigate the impact of internal branding in healthcare sector. Since aftermath are employees, this study investigate employees of private hospitals that are nurses both male and female of all three nursing cadre. This study target total 230 nurses from different private hospitals in Sialkot by employing convenience sample of non-probability. This study uses primary data comprises of quantitative nature and cross sectional, which is collect by the use of self-administered survey questionnaire. Inferential statistics is use on IBM SPSS Statistics 25th version and the data is analyze using Reliability, Durbin Watson, Normality, Regression and Correlation analysis. Findings reveal that internal branding brings positive variation in employee performance although the results did not provide significant affect still the relation between both variables is positive and significant. Discussions, implications and future recommendations are the bases of results this study derive.