Internal Branding, Brand Citizenship Behavior and Customer Satisfaction: An Empirical Study (Case Study: Keshavarzi Bank of Ardabil)

Bagher Asgarnezhad Nouri, Masoume Mir Mousavi, Milad Soltani

Abstract


Brand citizenship behavior is a new concept that explores the volunteer activities and activities which are outside the official duties of employees in the area of the organization’s brand. The aim of this study is to identify the relationship between internal branding, brand citizenship behavior and customer satisfaction in banking industry of Iran. Factors affecting brand citizenship behavior were considered in three categories: brand acceptance, brand enthusiasm and brand self- development; then, the influence of internal brand management on brand commitment, brand citizenship behavior and customer satisfaction was examined. Statistical population of the research consisted of 100 employees of Keshavarzi bank of Ardabil. Based on Morgan table, 84 employees were selected as the sample and finally 66 questionnaires were completed. In order to collect the required data related to all variables of the research, the standard questionnaire of Porricelli, Yurova, Abratt, and Bendixen (2014) and Orel and Kara (2014) was used. Using structural equation modeling and AMOS software, the research hypotheses were tested. The results obtained from this study show that internal brand management has a positive and significant impact on brand Commitment. Brand Commitment has a significant and positive impact on brand citizenship behavior and brand citizenship behavior has a significant and positive impact on customer satisfaction.


Keywords


Internal brand management; Brand citizenship behavior; Brand commitment; Customer satisfaction

Full Text:

PDF


DOI: http://dx.doi.org/10.3968/%25x

Refbacks

  • There are currently no refbacks.


Copyright (c) 2016 International Business and Management

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.


Share us to:   


Reminder

  • How to do online submission to another Journal?
  • If you have already registered in Journal A, then how can you submit another article to Journal B? It takes two steps to make it happen:

1. Register yourself in Journal B as an Author

  • Find the journal you want to submit to in CATEGORIES, click on “VIEW JOURNAL”, “Online Submissions”, “GO TO LOGIN” and “Edit My Profile”. Check “Author” on the “Edit Profile” page, then “Save”.

2. Submission

  • Go to “User Home”, and click on “Author” under the name of Journal B. You may start a New Submission by clicking on “CLICK HERE”.


We only use three mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: caooc@hotmail.com; ibm@cscanada.net; ibm@cscanada.org

 Articles published in International Business and Management are licensed under Creative Commons Attribution 4.0 (CC-BY).

 INTERNATIONAL BUSINESS AND MANAGEMENT Editorial office

Address: 9375 Rue de Roissy Brossard, Québec, J4X 3A1, Canada 
Telephone: 1-514-558 6138 
Website: Http://www.cscanada.net Http://www.cscanada.org 
E-mailcaooc@hotmail.com

Copyright © 2010 Canadian Research & Development Centre of Sciences and Cultures