The purpose of this study is to identify the determinant of internal branding in promoting
the organizational image. The study has explored the employee’s perception about the
internal branding and its linkage to organization image which resulting in enhancement and
the positivity of image of an organization. This study has applied two related theory and
model, namely Organization Image Management Theory and An Associative Network
Model. This study was conducted using cross-sectional data and following quantitative
research methods, this study collected data from 282 employees in selected Government
Linked Company (GLC). The findings of this study indicate that internal branding can
enhance the organisation image. The elements of hiring and retention, reward and
recognition, internal communication, and identity congruence have significant implication
and impact in enhancing the organization image. The study also revealed that the indirect
effect of brand knowledge in mediate the relationship of internal branding and organization
image. This study will be very useful for employers to understand the value of
organizational image in engaging the workforce effectively. This study yields some
important and useful suggestions for employer to engage and retain their workforce in the
present dynamic work environment. Future researchers are recommended to implement
mix research methods and expand the scope of the study to increase data collection and
enhance the accuracy of the study results.
