International Journal of Human Resource Studies ISSN 2162-3058 2017, Vol. 7, No. 2 http://ijhrs.macrothink.org 155 Impact of Internal Branding (IB), Brand Commitment (BC) and Brand Supporting Behavior (BSB) on Organizational Attractiveness (OA) and Firm Performance(FP). Neerja Kashive Assistance Professor, VES’s Institute of Management Studies and Research 495-497, Near Municipal School, Collector’s Colony, Chembur, Mumbai-400074 E-mail: nirja.kashive@ves.ac.in Vandana Tandon Khanna Associate Professor, K.J Somaiya Institute of Management Studies & Research Vidyanagar vidyavihar, Mumbai-400077 E-mail: vandanat@somaiya.edu Received: April 6, 2017 Accepted: April 19, 2017 Online published: April 25, 2017 doi:10.5296/ijhrs.v7i2.11113 URL: https://doi.org/10.5296/ijhrs.v7i2.11113 Abstract This paper explores the various dimension of Internal Branding like training, orientation and briefing and its impact on Brand commitment and Brand supporting behavior (like brand allegiance, brand endorsement and brand citizen behaviour).The study shows that training, orientation and briefing of Internal Branding (IB) does impact Brand commitment(BC) and brand supporting behavior(BSB). Internal Branding impact both organizational attractiveness and Firm performance while brand commitment only impact organizational attractiveness. With respect to brand supporting behaviour, brand citizen behaviour (BCB) and brand allegiance (BA) impact Organization attractiveness, while brand citizen behaviour (BCB) and brand endorsement (BE) impact firm performance. Keywords: Employee Branding, Employee Branding Equity, Internal Branding(IB), Brand commitment(BC) and Brand supporting behaviour (BSB), brand citizen behaviour(BCB), brand allegiance(BA), brand endorsement(BE), Organization attractiveness(OA).