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The Role of Human Resources Management in the Internal Branding of Public Organizations

Author

Listed:
  • Iulian Georgescu

    (University of Craiova)

  • Anca Antoaneta Vărzaru

    (University of Craiova)

  • Mădălina Georgiana Mangra

    (University of Craiova)

Abstract

Efficient HR management enhance the internal branding in an organization whose end users are the public. In this research, we aim to evaluate the role of human resources management in internal branding in some public organizations. To achieve the purpose of the research, we conducted an empirical study on the employees of some insurance organizations. The collected data were processed and interpreted using a perceptron multilayer model from the analysis of artificial neural networks (ANN). The results show that employee satisfaction and well-being positively influence the perception of the organization's internal brand, generating a sense of belonging and commitment to the organization's values and goals. On the other hand, employees' intention to leave the organization negatively influences the perception of the corporate brand, diminishing the reputation and image of the organization.

Suggested Citation

  • Iulian Georgescu & Anca Antoaneta Vărzaru & Mădălina Georgiana Mangra, 2022. "The Role of Human Resources Management in the Internal Branding of Public Organizations," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 555-559, Decembrie.
    • Handle: RePEc:ovi:oviste:v:xxii:y:2022:i:2:p:555-559
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    human resource management; internal branding; branding management; public organizations; assurance companies;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O15 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Economic Development: Human Resources; Human Development; Income Distribution; Migration

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