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2011 (Vol. 3, Issue: 3)
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 

Key words:  Brand values, employee involvement, human resource management, internal branding, , ,
Vol. 3 , (3): 161-165
Submitted Accepted Published
2011 April, 27 2011 July, 18 2011 August, 15

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.
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  Cite this Reference:
Hijab Ashraf, Madiha Khalid, Sehar Maqsood, Muhammad Kashif, Zeeshan Ahmad and Irfan Akber, 2011. Internal Branding in Telecommunication Sector of Pakistan: Employee’s Perspective.  Asian Journal of Business Management, 3(3): 161-165.
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ISSN (Online):  2041-8752
ISSN (Print):   2041-8744
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