The Impact of Talent Management on Brand Advocacy: The Mediating Role of Internal Branding

Abstract

Purpose – This study examines the impact of internal branding and talent management practices on employees’ brand advocacy, as well as the mediating role of internal branding.
Design/Methodology/Approach – A judgmental sampling method was employed, with data collected from 414 employees across various sectors in Turkey. The survey was conducted online using Google Forms. Data analysis was performed using SPSS 24 and Smart PLS 4.0.
Findings and Implications – The results indicate that talent management practices influence brand advocacy both directly and indirectly through internal branding. Additionally, internal branding has a significant impact on brand advocacy. All hypotheses proposed in the study were supported.
Limitations – This study has several limitations. First, it was conducted solely in Turkey. Additionally, no specific brand names were included. Lastly, the data collection process was subject to time constraints.
Originality – To the best of the authors’ knowledge, no prior research has examined these three concepts together. This study offers valuable insights into employee behavior from both marketing and human resources perspectives and provides a foundation for future strategic developments.