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Abstract
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Article Information:
Internal Branding in Telecommunication Sector of Pakistan: Employee’s Perspective
Hijab Ashraf, Madiha Khalid, Sehar Maqsood, Muhammad Kashif, Zeeshan Ahmad and Irfan Akber
Corresponding Author: Muhammad Kashif
Submitted: 2011 April, 27
Accepted: 2011 July, 18
Published: 2011 August, 15 |
Abstract:
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This research reconnoiters the employees’ perceptions concerning role and impact of human resource
initiatives towards successful internal branding efforts in telecom sector of Pakistan. Primary data was collected
from 200 functional-level managers serving various telecom organizations, through an already developed and
tested instrument. The respondents were stratified to create subsets among different departments and then
random sampling technique was used to choose the number of subjects from each subset to collect data. The
data was presented through descriptive statistics, regression, and correlation techniques. The findings of the
study suggest that employees appear to have positive insolences considering the importance of their personal
involvement while incorporating the brand values to work activities. An effective implementation of internal
branding process within the organizations is heavily dependent upon human resource initiatives taken within
the telecom organizations. The results of study will help firms to understand the missing link between human
resource management and internal branding while creating excellent customer service experiences.
Key words: Brand values, employee involvement, human resource management, internal branding, , ,
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Cite this Reference:
Hijab Ashraf, Madiha Khalid, Sehar Maqsood, Muhammad Kashif, Zeeshan Ahmad and Irfan Akber, . Internal Branding in Telecommunication Sector of Pakistan: Employee’s Perspective. Asian Journal of Business Management, (3): 161-165.
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ISSN (Online): 2041-8752
ISSN (Print): 2041-8744 |
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