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The majority of studies on internal brand equity look at its different aspects and how they relate to one another. Although earlier
research has identified organizationalpractices important for successful internal branding, there is still little knowledge on how key
organizational characteristics affect internal brand equity. This study focuses on organizational resilience, which is essential for an organization’s
survival not only in times of crisis but also in normal business operations. This study’s primary goal is to determine how organizational
resilience affects internal brand equity in light of the effects of self-service technology (SST) in retailing. Since technological
advancements have significantly changed the retail industry over the past ten years, we investigate the effects of employees’ views of
SST performance.The findings of a survey of Madurai, retail workers show how internal brand equity, which encompasses brand orientation,
internal brand knowledge, internal brand participation, and internal brand commitment, is greatly enhanced by organizational
resilience and employees’ impressions of technology developments.
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5. In 2019, Leijerholt, G. Biedenbach, and P. Hultén published a study titled “Branding in the Public Sector: A Systematic Literature Review and Directions for Future Research.” 126–140 in Journal of Brand Management 26(2).
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7. T. Schlee, D. Baier, and A. Rese. Generation Y’s thoughts on the demand for services and technologies in actual fast fashion retailers. 1437-1459 are the numbers in Journal of Marketing Management 35(15-16).
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9. Singh, J., T. Arnold, M. Brady, and T. Brown. 2019. Synergies at the intersection of retailing and organizational frontlines research Journal of Retailing 95(2): 90–93.
10. S. Smith, T. Wall, N. Moore, C. Rowland, T. Ward, and P. Stokes are coauthors. 2019. Strategic HRM implications of resilience and the (micro-) dynamics of organizational ambidexterity
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