Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies

Shahriar Azizi; Fateme Ghytasivand; Sina Fakharmanesh

Article Details

Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies

Authors:

Shahriar Azizi | Fateme Ghytasivand | Sina Fakharmanesh

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2012 Vol.2 Issue 2, pp.122-129

Document Type:

Article

Publication Date:

5/2012

Document Language:

Turkish

Document ID (Org No.):

2000823094

Frequency:

Bimonthly

eISSN:

2146-4405

Abstract:

 

Internal branding has been emerging recently as an important issue in marketing field. This study provides insights into how job satisfaction, internal marketing and brand orientation shape employees internal brand equity. Empirical data were collected by a questionnaire distributed to food and pharmaceutical firms. The empirical results indicated that while brand orientation and internal marketing were found to have impact on internal brand equity, job satisfaction has no effect on internal brand equity. Additionally, it was observed that job satisfaction and internal marketing has direct and positive impact on brand orientation and therefore indirect and positive impact on internal brand equity through brand orientation. Results of this study can help organizations to improve their financial performance through more awareness of the determinants of internal brand equity.

Article Details

Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies

Authors: Shahriar Azizi | Fateme Ghytasivand | Sina Fakharmanesh

Publisher: İlhan ÖZTÜRK

Journal: International Review of Management and Marketing 2012 Vol.2 Issue 2, pp.122-129

Document Type: Article

Publication Date: 5/2012

Document Language: Turkish

Document ID (Org No.): 2000823094

Frequency: Bimonthly

eISSN: 2146-4405

Issues

Authors:

Shahriar Azizi | Fateme Ghytasivand | Sina Fakharmanesh

Publisher:

İlhan ÖZTÜRK

Journal:

International Review of Management and Marketing 2012 Vol.2 Issue 2, pp.122-129

Document Type:

Article

Publication Date:

5/2012

Document Language:

Turkish

Document ID (Org No.):

2000823094

Frequency:

Bimonthly

eISSN:

2146-4405