Volume 6, Issue 2 (2016)                   ORMR 2016, 6(2): 169-194 | Back to browse issues page

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Maleki Minbashrazgah M, feiz D, hemmati M. Developing the model of corporate brand performance based on internal marketing and internal branding. ORMR. 2016; 6 (2) :169-194
URL: http://ormr.modares.ac.ir/article-28-1991-en.html
1- semnan university
Abstract:   (4623 Views)
Internal branding has been recognized as an important issue in marketing in recent trends. Also, internal marketing is one of the tools for implementing the strategy within an organization that focuses on employees as the organization's first customers. Due to increasing importance of the employee's role in the organization, this paper seeks to develop a model in which internal marketing and internal branding are used as internal tools. These tools improve employees’ commitment and encourage them to deliver the brand promises to customers. The statistical population of the research was Semnan Taxation Office personnel from which 78 samples were selected through simple random sampling. Structural equations modeling is used to test the research model using WarpPLS 3.0 software. Based on the findings, the internal marketing does not have a direct impact on the brand performance, but it affects brand performance indirectly through the internal branding. The results of path analysis confirmed the direct effect of internal branding on the brand performance, as well as its indirect effect on performance through employee's commitment to the brand. Moreover, the results indicated that internal marketing does not have a significant effect on corporate brand commitment.
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Article Type: scientific research | Subject: -
Received: 2015/01/18 | Accepted: 2016/09/22 | Published: 2016/09/26

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