The Effect of Internal Branding Mechanisms on Employee Brand Commitment: Diversity Management & the Role of Gender

This study, which uniquely focuses on the role of gender in the context of internal branding mechanisms and brand commitment, provides actionable insights for organizational leaders. It employs a quantitative empirical causal research design, and the sample was collected from the perspective of employees from ten banks in Palestine using a structured questionnaire. The results reveal a significant effect of mechanisms of internal branding, including HR practices, and the impact on employees’ commitment toward the brand. Notably, the outcomes display no differences in employees’ perspectives based on their gender, except for brand-centered transformational leadership. These findings have direct practical implications for leaders, enabling them to develop more inclusive and effective internal branding strategies, thereby enhancing organizational performance and empowering them to make informed decisions.