Review the Effect of Internal Branding on Brand Performance in Shopping Centers in Tehran

Khodayar Palouzian^1* and Mirza Hassan Hosseini²

¹Faculty teaching member MBA, Marketing Payamenoor University, Iran. ²Professor Marketing Payamenoor University, Iran Corresponding Author Email: Palouzian@gmail.com

DOI : http://dx.doi.org/10.13005/bbra/2033

ABSTRACT: Recently branding through various communicative activities, as a means to an organization's success in providing promises of the brand, to respond to expectations set of customers, have been proposed. In an organization, strengthen the brand in the eyes of foreign customers need to strengthen brand position within the organization and among employees. In this study, to evaluate the effect of internal branding in shopping centers in Tehran on employee performance a model with a review of studies that have done in this area were evaluated. Statistical population included employees of shopping centers in Tehran have direct contact with the customer, the number of 323 cases  from the statistical population in randomly and clusters method selected and a questionnaire with the whole five-item Likert  was distributed. Results showed that all research hypotheses at 5% error level is significant, and internal branding on employee engagement, a sense of belonging and loyalty of employees to brand has a positive effect.

KEYWORDS: internal branding; employee engagement; sense of belonging employees; employees’ loyalty; brand performance

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