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 and Sina Fakharmanesh
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Shahriar Azizi: Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran
Fateme Ghytasivand: Master of Business Administration, Payame Noor University of Tehran, Iran
Sina Fakharmanesh: Master Student of Marketing, Shahid Beheshti University, Iran

International Review of Management and Marketing, 2012, vol. 2, issue 2, 122-129

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.

Keywords: Internal brand equity; Brand orientation; Internal marketing; Job satisfaction (search for similar items in EconPapers)
JEL-codes: M14 M30 M31 (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (6)

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