Taking an evidence from social exchange theory, this research examines the mediating role of affective commitment in the correlation between internal branding, employee engagement and job satisfaction. The moderating role of work environment on the link between internal branding and affective commitment is also studied in this research.,The data were collected by using well-structured research measures from 215 employees working in the BPO sector of India (Punjab and Chandigarh). The hypotheses were developed, and the conceptual model was validated by applying structural equation modeling. The data were analyzed by using two statistical packages, namely SPSS and AMOS.,The findings suggest that internal branding has a significant positive relationship with employee engagement, job satisfaction and affective commitment. The mediating effect of affective commitment on the relationship between internal branding and employee engagement was full, whereas on the relationship between internal branding and job satisfaction, it was partial. Work environment also moderated the relationship of internal branding with affective commitment.,The current study offers significant lessons to management thinkers, human resource (HR), organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance affective commitment, employee engagement and job satisfaction of the employees. The role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if the work environment is not encouraging to an employee as well as to the brand values.,This study offers significant lessons to management thinkers, HR, organizational branding and marketing manager. However, BPO sector should be aware about the critical role played by internal branding to enhance employee engagement, job satisfaction and affective commitment of the employees. An important role of affective commitment is also taken into account to study the effect of internal branding on employee engagement and employee's job satisfaction. For itself, internal branding cannot be considered as in isolation and is doubtful to be efficacious if employees are not provided an encouraging work environment.,Existing researches on internal branding are theoretical in nature and overlook the empirical impact of internal branding on employee engagement, job satisfaction and affective commitment from the BPO employees' perspective. The study also offers an empirical examination of potential mediator and moderator for internal branding.

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连接内部品牌，情感承诺，员工敬业度和工作满意度的调节中介框架：印度背景下BPO员工的实证研究

这项研究从社会交流理论中获得证据，考察了情感承诺在内部品牌，员工敬业度和工作满意度之间的相关性中的中介作用。在这项研究中，还研究了工作环境在内部品牌与情感承诺之间的联系上的调节作用。通过采用结构合理的研究方法，从印度BPO部门（Punjab和Chandigarh）的215名员工中收集了数据。建立了假设，并通过应用结构方程模型验证了概念模型。通过使用两个统计数据包，即SPSS和AMOS对数据进行了分析。研究结果表明，内部品牌与员工敬业度，工作满意度和情感承诺有着显着的正相关关系。情感承诺对内部品牌与员工敬业度之间关系的中介作用是完全的，而对内部品牌与工作满意度之间的关系则是局部的。工作环境也缓和了内部品牌与情感承诺的关系。本研究为管理思想家，人力资源，组织品牌和营销经理提供了重要的经验教训。但是，BPO部门应意识到内部品牌对于增强员工的情感投入，员工敬业度和工作满意度所起的关键作用。在研究内部品牌对员工敬业度和员工工作满意度的影响时，也要考虑情感承诺的作用。就其本身而言 内部品牌不能被认为是孤立的，并且如果工作环境既不鼓励员工又不鼓励品牌价值，就不能有效地发挥作用。该研究为管理思想家，人力资源，组织品牌和市场经理提供了重要的经验教训。但是，BPO部门应意识到内部品牌对于提高员工敬业度，工作满意度和员工的情感投入所起的关键作用。在研究内部品牌对员工敬业度和员工工作满意度的影响时，也要考虑情感承诺的重要作用。就其本身而言，内部品牌推广不能被认为是孤立的，并且如果没有为员工提供令人鼓舞的工作环境，那么内部品牌化是否有效是值得怀疑的。现有的内部品牌研究本质上是理论性的，并且从BPO员工的角度忽略了内部品牌对员工敬业度，工作满意度和情感承诺的实证影响。该研究还对内部品牌的潜在中介者和主持人进行了实证研究。