Author: Md. Istiaque Chowdhury
Abstract: Purpose: The purpose of this study is to investigate how the internal branding of an organization create effect on the employee engagement attitudes.
Design/methodology and approach:Data were collected from 102 employees of several organizations in Bangladesh. Hypothesis were tested and analyzed by using SPSS 20.
Findings:The result of this study is that the internal branding has a great impact on employee's retention which has a positive impact on organizational overall performance.
Research limitations:The current research took place by considering the employees who were still now related with the organization but the employees who are left out from organization because of the wrongful management of internal branding activities toward employees of an organization were not considered by the research.
Originality and value:It shows the significant of a brand-building mechanism at the cultural level, and the influential effect of internal brand on employee's engagement
Keywords: Hypothesis, internal branding activities, considering the employees.
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