The Relationship between Internal Brand Management, Consumer Engagement; Mediating role of Brand Advocacy

Abstract

In today's rapid market, companies need to not only develop and promote their products, but also show a similar focus on their internal culture and their customers. Therefore, managing the brand internally has become an essential element of an effective global business strategy. Brands, especially those aiming at diverse markets across varying cultures, languages, and regions, need to maintain consistency while being adaptable to satisfy local market demands. When the internal brand management program is effectively structured, it can promote a cohesive corporate identity, with employees at the global office recognizing and supporting those values. This is accomplished by employing appropriate communication, strong leadership support, and localized training to empower employees as brand ambassadors. This research examines the influence of internal brand management on employee brand promotion and consumer interaction with brands. The real data was collected through questionnaires from employees of a group of brands and the consumers of the same brand, respectively (Quantity), in the districts of Peshawar, Mardan, and Islamabad. Our study includes 390 employees and 390 consumers. The research indicates a direct influence of internal brand management on employee brand performance and consumer brand engagement.