THE MEDIATING ROLE OF ORGANIZATIONAL COMMITMENT IN THE RELATIONSHIP BETWEEN INTERNAL BRANDING AND ORGANIZATIONAL CITIZENSHIP BEHAVIOUR

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.