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The main purpose of this research is to develope a model for identification of organizational skepticism and its concepts. Grounded theory method applied for this research. Available non probable sampling method has been used and structural interviews have been performed with employees of private companies. Sampling continued until saturation point in answers has been reached (24 interviews). After using this method, including open and axial and selecting coding, causes and consequences of organizational skepticism have been identified. causes have been investigated in two fields. First, organizational management (management style and personal characteristics of manager and human resource management process and activities and Performance evaluation system) and Second, Organization related fields (organizational cynicism, organizational justice and organizational climate). Consequences of organizational skepticism also have been investigated in two fields of individual and organizational. Short-term effects of individual variables such as organizational indifference, motivational, lack of willingness to participate, job stress and burnout and long-term effects of individual variables such as low productivity of individual, corporate sabotage, poor quality of external engagement, life satisfaction and organizational frustration were classified. These consequences have also led to a long-term impact on organizational outcomes such as low productivity of the organization.

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The purpose of this study is to conceptualize the Integrated Brand Engagement (IBE) with inductive approach based on data collected through interviews at Iran Khodro, Saipa, Bahman Group, Kerman Motor and Pars Khodro (during 2008-2010). The interviewees are Iranian automobile brand experts. Applying the grounded theory (GT), we could theorize the process in shaping IBE with the aim of proposing an integrated picture of brand engagement as a third paradigm. Bearing in mind the strategic role of the proposed topic in companies’ survival, we got into introducing brand for recognizing the engagement factors and then created the integrated brand engagement which let automobile industries’ owners foresee and determine better. In this theory, "Brand Equity" is the central phenomenon whereas “Integrated Marketing Communication (IMC) " is the causal condition. The central phenomenon is expressed in a set of actions and interactions, which is referred as “Customer Engagement". On the other hand, the Integrated Brand Communication (IBC) (as context conditions) and Shareholders Engagement elements (as intervening conditions) stabilize and expand the concept of engagement in the proposed model. The main consequence of this phenomenon is “Brand Engagement” leading to increase the long-term loyalty of customers, staffs and shareholders. These conditions lead all people who directly and/or indirectly involve with brand to advocate the brand because they have sense of belongingness and engagement to the brand even if they do not buy that product.