摘要 : Internal branding strategies, as in"selling" an organization's brand to employees so that they will "sell" it to external stakeholders, is a common way for practitioners to get employees to actively support organizational branding... 展开 Internal branding strategies, as in"selling" an organization's brand to employees so that they will "sell" it to external stakeholders, is a common way for practitioners to get employees to actively support organizational branding efforts. Scholars investigating how organizations best can facilitate such an employee brand support have largely ignored the role of HRM and leader-member exchange (LMX). To test for this data from a survey among Norwegian hospital employees were analyzed. As hypothesized, we found positive relationships between high-commitment HRM and LMX and three manifestations of employee brand support, namely reputation strategy embeddedness, brand-congruent behaviour, and brand development participation. Organizational commitment mediated all the relationships. Examining HRM and LMX simultaneously, we found that LMX moderated the relationship between high-commitment HRM and reputation strategy embeddedness. Theoretical and practical implications and directions for future research are discussed. Supplemental data for this article is available online at https://doi.org/10.1080/09585192.2021.1931407 . 收起