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

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

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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 phar...

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Bibliographic Details
Main Authors: Shahriar Azizi, Fateme Ghytasivand, Sina Fakharmanesh
Format: Article
Language:English
Published: EconJournals 2012-06-01
Series:International Review of Management and Marketing
Subjects:
internal brand equity
brand orientation
internal marketing
job satisfaction
Online Access:https://dergipark.org.tr/tr/pub/irmm/issue/32071/354995?publisher=http-www-cag-edu-tr-ilhan-ozturk
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spelling doaj-776fe178188b4652976edd9060e0e8cf2020-11-25T02:36:41ZengEconJournalsInternational Review of Management and Marketing 2146-44052012-06-01221221291032Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical CompaniesShahriar AziziFateme GhytasivandSina FakharmaneshInternal 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.https://dergipark.org.tr/tr/pub/irmm/issue/32071/354995?publisher=http-www-cag-edu-tr-ilhan-ozturkinternal brand equity brand orientation internal marketing job satisfaction
collection DOAJ
language English
format Article
sources DOAJ
author Shahriar Azizi
Fateme Ghytasivand
Sina Fakharmanesh
spellingShingle Shahriar Azizi
Fateme Ghytasivand
Sina Fakharmanesh
Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
International Review of Management and Marketing
internal brand equity
brand orientation
internal marketing
job satisfaction
author_facet Shahriar Azizi
Fateme Ghytasivand
Sina Fakharmanesh
author_sort Shahriar Azizi
title Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
title_short Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
title_full Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
title_fullStr Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
title_full_unstemmed Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
title_sort impact of brand orientation, internal marketing and job satisfaction on the internal brand equity: the case of iranian’s food and pharmaceutical companies
publisher EconJournals
series International Review of Management and Marketing
issn 2146-4405
publishDate 2012-06-01
description 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.
topic internal brand equity
brand orientation
internal marketing
job satisfaction
url https://dergipark.org.tr/tr/pub/irmm/issue/32071/354995?publisher=http-www-cag-edu-tr-ilhan-ozturk
work_keys_str_mv AT shahriarazizi impactofbrandorientationinternalmarketingandjobsatisfactionontheinternalbrandequitythecaseofiraniansfoodandpharmaceuticalcompanies
AT fatemeghytasivand impactofbrandorientationinternalmarketingandjobsatisfactionontheinternalbrandequitythecaseofiraniansfoodandpharmaceuticalcompanies
AT sinafakharmanesh impactofbrandorientationinternalmarketingandjobsatisfactionontheinternalbrandequitythecaseofiraniansfoodandpharmaceuticalcompanies
_version_ 1724798687852363776

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