PRESENTING A MODEL TO EXPLAIN EMPLOYEES BASED BRAND EQUITY IN COMMERCIAL INSURANCE COMPANIES OF YAZD PROVINCE

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HOSSEINI SEYED YAGHOUB; MUSAVI SEYED ABBAS; ZIAEI BIDEH ALIREZA

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Journal: New Marketing Research Journal Year:2013 | Volume:3 | Issue:1 (8) Page(s): 1-16

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Title

PRESENTING A MODEL TO EXPLAIN EMPLOYEES BASED BRAND EQUITY IN COMMERCIAL INSURANCE COMPANIES OF YAZD PROVINCE

Author(s)

HOSSEINI SEYED YAGHOUB | MUSAVI SEYED ABBAS | ZIAEI BIDEH ALIREZA | Issue Writer Certificate

Keywords

BRAND EQUITYQ1

INTERNAL BRANDINGQ2

EMPLOYEESQ1

COMMERCIAL INSURANCEQ2

STRUCTURAL EQUATION MODELINGQ2

PARTIAL LEAST SQUARESQ2

Abstract

Internal branding with the aim of achieving EMPLOYEES based BRAND EQUITY is a new strategy to ensure that EMPLOYEES act according to brand promises. Since in service organizations, EMPLOYEES have the ability to significantly influence customers’ perceptions and purchase decisions and as they play a critical role in organizational success, thus, strengthening EMPLOYEES based BRAND EQUITY can develop a long lasting competitive advantage for organization. The aim of this study was to introduce a model for investigating BRAND EQUITY based on EMPLOYEES’ perspective and also identifying key factors affecting it in insurance companies. Required data were collected by means of questionnaire distributed among the EMPLOYEES of four insurance companies in Yazd Province. STRUCTURAL EQUATION MODELING based on PARTIAL LEAST SQUARES method was used to test the hypotheses. The results of this study indicate that EMPLOYEES’ feedback, internal brand communication, and brand orientation have significant and positive effect on EMPLOYEES based BRAND EQUITY. Another finding of this study is developing a reliable model for measuring EMPLOYEES based BRAND EQUITY.

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APA: Copy

HOSSEINI, SEYED YAGHOUB, MUSAVI, SEYED ABBAS, & ZIAEI BIDEH, ALIREZA. (2013). PRESENTING A MODEL TO EXPLAIN EMPLOYEES BASED BRAND EQUITY IN COMMERCIAL INSURANCE COMPANIES OF YAZD PROVINCE. NEW MARKETING RESEARCH JOURNAL, 3(1 (8)), 1-16. SID. https://sid.ir/paper/194625/en

Vancouver: Copy

HOSSEINI SEYED YAGHOUB, MUSAVI SEYED ABBAS, ZIAEI BIDEH ALIREZA. PRESENTING A MODEL TO EXPLAIN EMPLOYEES BASED BRAND EQUITY IN COMMERCIAL INSURANCE COMPANIES OF YAZD PROVINCE. NEW MARKETING RESEARCH JOURNAL[Internet]. 2013;3(1 (8)):1-16. Available from: https://sid.ir/paper/194625/en

IEEE: Copy

SEYED YAGHOUB HOSSEINI, SEYED ABBAS MUSAVI, and ALIREZA ZIAEI BIDEH, “PRESENTING A MODEL TO EXPLAIN EMPLOYEES BASED BRAND EQUITY IN COMMERCIAL INSURANCE COMPANIES OF YAZD PROVINCE,” NEW MARKETING RESEARCH JOURNAL, vol. 3, no. 1 (8), pp. 1–16, 2013, [Online]. Available: https://sid.ir/paper/194625/en

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