 Effect of Employee Branding on Market Share in Iranian Banking Industry (Case Study: Mellat Bank)Mohammad Mahmoudi Maymand and Rasoul Sanavi Fard Journal of Asian Scientific Research, 2015, vol. 5, issue 2, 73-91 Abstract: Strong brands are essential for differentiation in today's marketplace and it can create by employees due to the fact that they are responsible for making brand related decisions. Despite of this viewpoint, reports show that more managers do not believe that they can create competitive advantage for their organization. Therefore, present study aimed to identify employee branding and effect of it on Market share. In the present study, effect of employee branding on market share was used in banking industry. Research statistical population consisted of employees of Mellat Bank in Qom and Arak cities. Sampling method for Mellat Bank was cluster method. Data collection instrument was questionnaire. Totally, 310 filled questionnaires were returned. Partial Least Square (PLS) was used to analyze the data. The results of Partial Least Square confirmed model fitness in studied population. Likewise, the results from path analysis showed that employee branding had significant influences on market share. Keywords: Employee branding; Customer satisfaction; Favorable reputation; Employee satisfaction; Market share; Banking industry; Mellat Bank (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:asi:joasrj:v:5:y:2015:i:2:p:73-91:id:3708 Access Statistics for this article More articles in Journal of Asian Scientific Research from Asian Economic and Social Society |
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