Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context

Purpose The purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL) moderates this relationship. Design/methodology/approach Data were collected through structured questionnaires from 394 employees in Indian telecommunication sector. The hypotheses and conceptual model were tested by structural equation modeling (SEM), using Statistical...