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Internal Branding as a Marketing Strategy for Start-Up

In: Proceedings of the 19th International Symposium on Management (INSYMA 2022)

Author

Listed:
  • Ahmed Rageh Ismail

    (Universiti Utara Malaysia)

  • Bahtiar Mohamad

    (Universiti Utara Malaysia)

  • Muslim Diekola Akanmu

    (Universiti Malaysia Perlis)

Abstract

Internal branding evolved from marketing to engage employees of any organization for strategic planning. However, there has been a lack of evidence on the internal branding’s Return on Investment that has affected start-up managers. Therefore, this study aims to investigate the roles of internal branding as a marketing strategy of start-ups. Data were collected using a questionnaire from Egyptian start-ups. The proposed hypotheses were tested using PLS-SEM. The study addresses the roles of inter-functional coordination and internal branding to enhance the performance of a start-up brand. The findings show that start-up brands can be improved through internal branding. Similarly, internal branding programs are necessary to align and transform employee behavior.

Suggested Citation

  • Ahmed Rageh Ismail & Bahtiar Mohamad & Muslim Diekola Akanmu, 2023. "Internal Branding as a Marketing Strategy for Start-Up," Advances in Economics, Business and Management Research, in: Werner Ria Murhadi & Dudi Anandya & Noviaty Kresna Darmasetiawan & Juliani Dyah Trisnawati & Putu An (ed.), Proceedings of the 19th International Symposium on Management (INSYMA 2022), pages 725-732, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-008-4_91
    DOI: 10.2991/978-94-6463-008-4_91
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