Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in Building Employee’s Brand Relationship Quality towards Organization’s Brand

Round 1

Reviewer 1 Report

Dear authors,

I have some comments and recommendation for improvement to Your article:

The article was processed at a good level. However, it would be appropriate to correct the article according to recommended research manuscript sections - Introduction, Materials and Methods, Results, Discussion, Conclusion. 

In Discussion, it would be appropriate to compare own conclusions with the literature review, add new context to the topic, which may outline the direction of further research and enrich the article with an opinion of foreign and domestic authors on the issue (not older than 5 years).

The authors were able to comment on the limits and barriers of research as well as implications to practice. This content could be move in the conclusion with the ensuring the continuity of research by outlining its further direction.

Best regards.

Author Response

Please see the attachment

Author Response File: Author Response.pdf

Reviewer 2 Report

Thank you very much for giving me the opportunity to review the paper.

I somewhat enjoyed reading the article entitled “Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in building Employee's Brand Relationship Quality towards Organization’s Brand”. I applaud for authors’ efforts. I found really good article. However, I have some Minor considerations.

1. I didn't find the research limitations and directions for future research in the end of the article. This component is really needed in scientific work.

2. In methodology section, I missed information when the questionnaires were coolected and what period of time it took to collect them.

3.There is no explanation in the text what is HEI (351, 425 rows). Also I suggest to explain the coding of variables of Table 1 - it's quite clear, but it would be better to read from the text.  

4. And the last thing. The authors only mention higher education institutions on pages 6-7. I think it is necessary to emphasize that the study is being carried out in not-for-profit institutions in the introduction as well as in the literature review, and perhaps in the title, which is already very long. I would question whether it is possible to apply the same theoretical framework to the study in for-profit companies and universities. If it is possible, then it should be argued very seriuosly.

5. And similar with the country perspective. Are results the same everywhere in the world or there are differences between countries/regions ? Do Pakistan institutions reflect the all world's situation in this research gap that we could supplement theory? It would be very good to find answers to these questions in the discussion section.

Thank you very much for possibility to read the very good article once again! 

Author Response

Please see the attachment

Author Response File: Author Response.pdf