Impact of Internal Branding on Employee Engagement in Commercial Banks: A Case Study of CRDB Bank in Morogoro
Happyness Robert Mwasha *
Department of Business Administration, Jordan University College, Tanzania.
John B. Tlegray
Department of Accounting, Jordan University College, Tanzania.
*Author to whom correspondence should be addressed.
Abstract
Employee engagement is one of the critical ingredients for organizational success, and ensuring high levels of attainment has always been among the nightmares of managers in the banking sector. Based on the situation described above, the study examined the impact of internal branding on employee engagement in commercial banks in Tanzania, and CRDB Bank at Morogoro Municipality is used as a case study. Knowing how internal branding strategies drive engagement is important, as the literature suggests that engaged employees are generally more productive and loyal and exhibit more commitment to their organizations than others. A cross-sectional survey was conducted with 108 employees from a population of 136, using Likert-type scales to measure key variables. Information will be obtained by questionnaires and analyzed using multiple regression analysis. Results indicate that brand leadership, commitment to the brand, and brand knowledge are substantial predictors of employee engagement. Brand leadership and commitment to the brand have higher coefficients, therefore being the strongest predictors of employee engagement. These facts, thus, mean that to achieve an enabling working environment that motivates and engages staff in workplace settings, internal branding strategies through investments in leadership development should be implemented within Morogoro Municipality and align leaders with the brand vision and values.
Keywords: Internal branding, brand leadership, brand commitment, brand knowledge, brand fit, employee engagement, commercial banks