A study on internal branding with special reference to retail sector at Coimbatore

This study is conducted with the aim of identifying the various factors of internal branding and how it impacts on organizational commitment. The study is being conducted in the retail sector, with special reference to Coimbatore. The sample size is 378 and the respondents are the customer facing staff, where the selected retail sectors are Jewelers, Apparels, Food Service, Foot wear, Mobile stores at Coimbatore. The outcome of the study is, the factors like recruitment, compensation, career growth and brand oriented training are influencing the organization commitment from the employees and it is been recommended to focus on those variables to influence commitment towards the organization.