EN
Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies
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
Details
Primary Language
English
Subjects
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Journal Section
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Publication Date
June 1, 2012
Submission Date
June 1, 2012
Acceptance Date
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Published in Issue
Year 2012 Volume: 2 Number: 2
APA
Azizi, S., Ghytasivand, F., & Fakharmanesh, S. (2012). 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, 2(2), 122-129. https://izlik.org/JA53FR77PL
AMA
1.Azizi S, Ghytasivand F, Fakharmanesh S. Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies. IRMM. 2012;2(2):122-129. https://izlik.org/JA53FR77PL
Chicago
Azizi, Shahriar, Fateme Ghytasivand, and Sina Fakharmanesh. 2012. “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 2 (2): 122-29. https://izlik.org/JA53FR77PL.
EndNote
Azizi S, Ghytasivand F, Fakharmanesh S (June 1, 2012) 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 2 2 122–129.
IEEE
[1]S. Azizi, F. Ghytasivand, and S. Fakharmanesh, “Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies”, IRMM, vol. 2, no. 2, pp. 122–129, June 2012, [Online]. Available: https://izlik.org/JA53FR77PL
ISNAD
Azizi, Shahriar - Ghytasivand, Fateme - Fakharmanesh, Sina. “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 2/2 (June 1, 2012): 122-129. https://izlik.org/JA53FR77PL.
JAMA
1.Azizi S, Ghytasivand F, Fakharmanesh S. Impact of Brand Orientation, Internal Marketing and Job Satisfaction on the Internal Brand Equity: The Case of Iranian’s Food and Pharmaceutical Companies. IRMM. 2012;2:122–129.
MLA
Azizi, Shahriar, et al. “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, vol. 2, no. 2, June 2012, pp. 122-9, https://izlik.org/JA53FR77PL.
Vancouver
1.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. IRMM [Internet]. 2012 Jun. 1;2(2):122-9. Available from: https://izlik.org/JA53FR77PL