Abstract:
Internal branding (IB) has become one of the mostfactorsthat
significantly contribute to improving companies’ operational adaptability
and performance. Based on (SIT) and (SET) theory, this study aims to
investigate the relationship between internal brandingand organizational
citizenship behavior of Sudanese banks’ employees. The data was
collected through a survey of (300) respondents from a non-probability
sample of Sudanesebank employees. Structural equation modeling
through (AMOS)was used to analyze the data. The findings have shown a
positive relationship between IB and OCB. Moreover, the results found
thatorganizational commitment mediates the relationship between IB and
OCB, The study provides theoretical and practical implications and future
research.
