The Mediating Role Brand Orientation and Brand Commitment on Employee Retention in the Case of Zemen Bank
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Date
2023-02
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Addis Ababa University
Abstract
This essay attempts to investigate the relationships between internal branding, brand orientation, brand identity, brand commitment, and employees' intention to stay. The relation between brand orientation and retention is also examined, as well as the mediating effects of brand identity and brand commitment. The study employed PLS-SEM to do this. Due to its ability to estimate complicated models with several constructs, indicator variables, and structural pathways without imposing distributional assumptions on the data, PLS-SEM is particularly intriguing to many researchers. The multivariate analysis uses statistical techniques to study numerous variables at once. For this research a total of 320 questionnaires were prepared and distributed for Commercial Bank of Ethiopia Employees. From these 309 was returned and they were used for quantitative analysis and discussion; which indicates that the response rate was 85%, which is an acceptable percent. The findings showed that developing an internal brand positively impacts brand orientation, which positively influences brand attitudes, such as brand commitment and brand identity. These attitudes in turn have a significant impact on staff retention. Brand identity was revealed to be a partial mediating factor in the direct link between brand orientation and desire to stay. Finally the researcher recommend that the bank, managers of Zemen Bank must engage in internal brand-building activities to create and sustain an organizational brand mentality at a cultural level and to match these cultural brand values with the attitudes of the employees. Moreover, through frequent employee surveys, people data analytics, and performance index scorecards, brand managers and HR professionals should collaborate to continuously assess people's mindsets and attitudes about the Bank’s and its brand values
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Zemen Bank