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Year 2012, Volume: 2 Issue: 2, 122 - 129, 01.06.2012

Shahriar Azizi Fateme Ghytasivand Sina Fakharmanesh

Abstract

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

Year 2012, Volume: 2 Issue: 2, 122 - 129, 01.06.2012

Shahriar Azizi Fateme Ghytasivand Sina Fakharmanesh

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

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Details

Other ID JA77MF32EF
Journal Section Research Article
Authors

Shahriar Azizi This is me

Fateme Ghytasivand This is me

Sina Fakharmanesh This is me

Publication Date June 1, 2012
Published in Issue Year 2012 Volume: 2 Issue: 2

Cite

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.
AMA 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. June 2012;2(2):122-129.
Chicago Azizi, Shahriar, Fateme Ghytasivand, and 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 2, no. 2 (June 2012): 122-29.
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 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, 2012.
ISNAD 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 2/2 (June 2012), 122-129.
JAMA 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, 2012, pp. 122-9.
Vancouver 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):122-9.