| Abstract [eng] |
The thesis consists of 103 pages, 26 tables, 8 figures and 120 references. The aim of the Master's thesis is to theoretically and empirically justify the implications of internal branding for employee commitment to the organisation, mediating internal employer brand and moderating person-organisation fit. The thesis consists of 4 parts: literature review, empirical research methodology, research analysis and summary of the results, and conclusions and suggestions. The literature review analysed the theoretical aspects of internal employer brand, internal branding, person-organisation fit and commitment to the organisation, as well as the possible relationships between the variables. The study was conducted in two phases. The following part of the paper presents the main conceptual and adapted research models, presents the hypotheses and their justification, and describes the methodology of the quantitative research. The study analysed the responses of 397 respondents. The reliability of the constructs was tested with Cronbach's Alpha coefficients. The analysis of the results of the study included descriptive statistics and statistical evaluation of the data, regression analysis of the relationships between the variables and moderated mediation of the main model have been analysed using SPSS software. Regression and mediation analyses of the adapted research model have been analysed using SMART PLS software. The main relationships found indicate that there is a very strong relationship between internal branding and internal employer brand, and that internal employer brand mediates the relationship between internal branding and emotional commitment. No moderation effect was found. The paper concludes with conclusions and, based on them, proposes recommendations. Due to the high correlation between the constructs of internal branding and internal employer brand, and the strong relationship found between these variables, it is worthwhile to further develop the research and to gain further knowledge about the relationships between the constructs and the reasons for the relationships found, as well as the possible implications for the internal employer brand and the impact of this statistical relationship on employees’ organizational commitment. |
