Journal of East European Management Studie (JEEMS) is published by IMR Press from Volume 30 Issue 1 (2025). Previous articles were published by another publisher under the CC-BY licence, and they are hosted by IMR Press on imrpress.com as a courtesy and upon agreement.
Internal branding as a strategy of increasing employee retention: the role of brand identification and brand orientation
, Lamija Jamak 11 Faculty of Business and Administration, International University of Sarajevo
Abstract
The purpose of this study is to investigate the relationship between internal branding and employees’ intention to stay in organizations in Bosnia and Herzegovina while considering the mediating role of brand identification and brand orientation. A primary cross-sectional data was collected by administering a questionnaire to employees in B&H organizations resulting in the final sample of 336 employees. The results indicate that brand identification mediates the relationship between internal branding and employees’ intention to stay. However, contrary to the assumption, brand orientation does not mediate the relationship between internal branding and employees' intention to stay. Due to scarce literature on this topic in B&H, these findings provide helpful managerial implications and represent a solid basis for further research.
Keywords
- Internal branding
- Intention to stay
- Brand identification
- Brand orientation
- Bosnia and Herzegovina