“…Further, studies also highlighted the importance of employee branding as a cross-functional activity integrating marketing, HRs departments and QM (Backhaus, 2016;Foster et al, 2010;Punjaisri et al, 2009a). The marketing department is good at handling external branding activities, whereas the HR department is considered good at handling internal (employees) activities (Leijerholt et al, 2020;Ross, 2017). Moreover, integrating TQM functions with employee process will not only help in passing brand morales to employees but also involves brand-oriented employment, training activities and motivation and leadership, leading to solid employee brand commitment and on-brand behaviour (Backhaus, 2016;Foster et al, 2010;Jarzabkowski et al, 2015;Leijerholt et al, 2020;Nienaber and Svensson, 2017;Tarnovskaya and de Chernatony, 2011).…”