The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-organization Fit

AbstractThis study is an effort to examine an association between Internal Branding (IB) and Organizational Citizenship Behavior (OCB) with the mediator role of a Person-Organization fit (P-O fit). The main goal is to integrate internal branding and organizational citizenship behavior and reveal the potential relationships between the two constructs. A survey questionnaire form was used to collect data and 349 employees, who currently work in an organization, participated in the study. The findings showed that there is a significant association between internal branding and organizational citizenship behavior. On the other hand, it was found that person-organization fit does not mediate the relationship between internal branding and citizenship behaviour