American International Journal of Social Science

Driving Employee Affective Commitment through Internal Branding in Deposit Money Banks in Nigeria Dr. Olannye, A.P

Abstract
Central to the organisational goals is the need to build an effective workforce. Given the increasing awareness that employees’ emotional bonding to their organisations seem an important determinant to dedication and loyalty, employee commitment has consistently been a major factor of enquiry due to its predictive power in organisational outcome. This study is focused on driving employee’s affective commitment through internal branding. The survey research design technique was employed. The study covered 16 money deposit banks in Asaba metropolis in Delta State, Nigeria. The stratified random sampling technique was employed to select 300 employees as sample objects. The research instrument was a 25-item structured questionnaire of the likert type scale. The analytical tools used are principal component factor analysis, correlation and multiple regression analysis. The findings revealed that brand oriented training exhibited a relatively overwhelming effect on employee affective commitment, indicating the importance of acquisition of brand specific skills towards enhancing employees ability to deliver brand promise. It is concluded that internal branding has become an important determinant of employee’s affective commitment to organisational values within the banking industry due its potential to elicit internalising of organisational best practices and emotional bonding in alignment with organisational goals. It is recommended that employees affective commitment requires proper internal communication, effective brand oriented training and appropriate leadership styles, towards improved performance and competitiveness in the money deposit banks.

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