Exploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach

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dc.contributor.authorGoud, V.M.
dc.contributor.authorSheena, u.
dc.date.accessioned2026-02-03T13:21:10Z
dc.date.issued2024
dc.description.abstractThis research investigates the underpinning mechanism stating how internal branding influences front-line employee performance. Specifically, it investigates the mediation and serial mediation effects of work engagement and job satisfaction between internal branding and organizational citizenship behaviours towards customers (OCBC) from 623 front-line employees within public sector banks of India. Results indicate that work engagement and job satisfaction fully and serially mediate between internal branding and OCBC. Job satisfaction only fully mediates the link between internal branding and OCBC. The research provides valuable insights to academicians and bank managers to adopt internal branding and leverage OCBC through work engagement and job satisfaction. © 2021 Management Development Institute.
dc.identifier.citationVision, 2024, 28, 5, pp. 580-591
dc.identifier.issn9722629
dc.identifier.urihttps://doi.org/10.1177/09722629211039348
dc.identifier.urihttps://idr.nitk.ac.in/handle/123456789/20864
dc.publisherSage Publications India Pvt. Ltd
dc.subjectFront-line Employees
dc.subjectInternal Branding
dc.subjectJob Satisfaction
dc.subjectOrganizational Citizenship Behaviours towards Customers (OCBC)
dc.subjectWork Engagement
dc.titleExploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach

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