DESIGNING AND DETERMINATING MECHANISMS MODEL, IMPACTS ANDE OUTPUT OF INTERNAL BRANDING (CASE STUDY: SADID INDUSTRIAL GROUP)

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SOLTANI MORTEZA; NABIZADEH MAMANI ELNAZ; MAZINANI AMIRHOSSEIN

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Journal: New Marketing Research Journal Year:2016 | Volume:6 | Issue:2 (21) Page(s): 133-152

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Title

DESIGNING AND DETERMINATING MECHANISMS MODEL, IMPACTS ANDE OUTPUT OF INTERNAL BRANDING (CASE STUDY: SADID INDUSTRIAL GROUP)

Author(s)

SOLTANI MORTEZA | NABIZADEH MAMANI ELNAZ | MAZINANI AMIRHOSSEIN | Issue Writer Certificate

Keywords

INTERNAL BRANDINGQ1

BRAND PERFORMANCEQ1

BRAND COMMITMENTQ1

BRAND LOYALTYQ2

BRAND IDENTIFICATIONQ1

Abstract

According to the present literature, internalization of organization's brand and improving employees' attitude will lead to higher profitability. Due to the importance of this issue, the present research assesses the impact of effective factors on employees' implementation of commitments with an INTERNAL BRANDING approach and employees' improvement of attitude is considered as an important mediating factor in this regard. This study has been done in Sadid industrial group and direct observation, field study and questionnaire were used in order for data gathering. At first, the content validity of questionnaire's questions was surveyed by supervisor, Director of education of Pipe and Equipment factory. The interview was done with managers of research and development at the central office. Then questionnaires were distributed among employees of corporations and Sadid industrial group factories through available sampling. Finally, 192 questionnaires were gathered and analyzed. Conceptual model was tested by Partial Least Squares and variables correlation test by SPSS and Smart PLS Software. Test results indicate a positive and significant impact of INTERNAL BRANDING mechanisms on employees' BRAND COMMITMENT implementation through BRAND IDENTIFICATION, BRAND COMMITMENT and BRAND LOYALTY. Thus, senior managers can bring about improvement in employees' attitude and ultimately organization's profitability with educational programming and appropriate feedbacks.

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APA: Copy

SOLTANI, MORTEZA, NABIZADEH MAMANI, ELNAZ, & MAZINANI, AMIRHOSSEIN. (2016). DESIGNING AND DETERMINATING MECHANISMS MODEL, IMPACTS ANDE OUTPUT OF INTERNAL BRANDING (CASE STUDY: SADID INDUSTRIAL GROUP). NEW MARKETING RESEARCH JOURNAL, 6(2 (21) ), 133-152. SID. https://sid.ir/paper/194524/en

Vancouver: Copy

SOLTANI MORTEZA, NABIZADEH MAMANI ELNAZ, MAZINANI AMIRHOSSEIN. DESIGNING AND DETERMINATING MECHANISMS MODEL, IMPACTS ANDE OUTPUT OF INTERNAL BRANDING (CASE STUDY: SADID INDUSTRIAL GROUP). NEW MARKETING RESEARCH JOURNAL[Internet]. 2016;6(2 (21) ):133-152. Available from: https://sid.ir/paper/194524/en

IEEE: Copy

MORTEZA SOLTANI, ELNAZ NABIZADEH MAMANI, and AMIRHOSSEIN MAZINANI, “DESIGNING AND DETERMINATING MECHANISMS MODEL, IMPACTS ANDE OUTPUT OF INTERNAL BRANDING (CASE STUDY: SADID INDUSTRIAL GROUP),” NEW MARKETING RESEARCH JOURNAL, vol. 6, no. 2 (21) , pp. 133–152, 2016, [Online]. Available: https://sid.ir/paper/194524/en

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