The Role of Brand Orientation, Market Orientation on Strengthening Internal Brand Equity: Evidences from Banking Sector of Pakistan

Abstract

Internal branding has been emerging recently as an important issue in marketing field. The purpose of this study is to investigate whether brand orientation and internal marketing practices produce any effect on shaping internal brand equity. A structured questionnaire was prepared for collection of data in banking sector of south Punjab, Pakistan. Based on the findings of this research it is observed that brand orientation and internal marketing practices produce a positive impact on internal brand equity. Partial least square (PLS) regression technique was used to test the model fitness. PLS path model was consisting of two models. One model was describing the relationship among variables while other model was used to test the hypothesis. The findings of this research contribute in existing literature by examining the impact of internal marketing and brand orientation on internal brand equity. Furthermore managers of banking institutions specifically and managers of non banking institution in general, can utilize the findings of this research study to enhance their financial growth through internal brand equity.

DOI: 10.5901/mjss.2014.v5n17p83