Abstract

Egyptian organizations face growing challenges in attracting, retaining, and engaging talent, yet research has largely focused on individual HR practices rather than system-level effects. Evidence on the strength of HRM systems (HRMSS) and internal branding remains limited in the MENA region, particularly in Egypt, where the HRM infrastructure is still developing. Understanding how employees interpret HRM signals and internal branding presents a critical research gap. This study investigates the role of the employee internal branding process comprising Employee Brand Knowledge (EBK), Psychological Contract Fulfillment (PCF), and Employee Brand Fit (EBF) in linking HRMSS to affective commitment (AC). A questionnaire survey was administered in both online and paper-based forms across diverse Egyptian organizations, yielding 200 usable responses. Data were analyzed using SmartPLS to test direct and mediating effects. Results show that HRMSS positively influences AC and that EBK, PCF, and EBF partially mediate this relationship. Theoretically, the study integrates HRM and branding perspectives to explain how HRMSS shapes employee commitment, while practically, it highlights the importance of enhancing internal branding processes to strengthen the HRM-commitment relationship in developing economies.

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