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100			_aV. Madhusudhan Goud
245			_aExploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach
300			_aP.580-591
520			_aAbstract This research investigates the underpinning mechanism stating how internal branding influences front-line employee performance. Specifically, it investigates the mediation and serial mediation effects of work engagement and job satisfaction between internal branding and organizational citizenship behaviours towards customers (OCBC) from 623 front-line employees within public sector banks of India. Results indicate that work engagement and job satisfaction fully and serially mediate between internal branding and OCBC. Job satisfaction only fully mediates the link between internal branding and OCBC. The research provides valuable insights to academicians and bank managers to adopt internal branding and leverage OCBC through work engagement and job satisfaction.
654			_aInternal Branding _aWork Engagement _aJob Satisfaction _aOrganizational Citizenship Behaviours towards Customer (OCBC) _aFront-line Employees
700			_aSheena
773	0		_080316 _9110833 _dNew Delhi Sage Publications _oJP433 _tVision: The Journal of Business Perspectives _x0972-2629
942			_cJA
942			_2ddc
999			_c130693 _d130693