TY - JOUR T1 - İÇSEL MARKALAŞMA VE DUYGUSAL BAĞLILIK İLİŞKİSİ: ÇALIŞAN PERSPEKTİFİNDEN BETİMSEL BİR ARAŞTIRMA TT - THE RELATIONSHIP BETWEEN INTERNAL BRANDING AND AFFECTIVE COMMITMENT: A DESCRIPTIVE RESEARCH FROM THE EMPLOYEE PERSPECTIVE AU - Gökdemir, Şaduman Şeyda AU - Sever, N. Serdar PY - 2018 DA - November JF - İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi) PB - İnönü Üniversitesi WT - DergiPark SN - 2528-9519 SP - 130 EP - 150 VL - 3 IS - 2 LA - tr AB - İçselmarkalaşma kısaca çalışan davranışları ile marka vaadinin uyumlu hale getirilmesüreci olarak tanımlanır. Özelliklehizmet sektöründe marka vaadi tüketicilere çalışanlar tarafındanaktarılmaktadır. İçsel markalaşmayı sağlamış kurumlarda çalışanların markavaadini iletmede daha istekli olduğu görülmüştür. Bu nedenle eşsiz müşterideneyimi elde etmek isteyen kurumlar çalışanlara daha fazla önem vermeyebaşlamışlardır. İçsel markalaşmanın oluşumu kurum içi iletişim, çalışanlarıneğitimi, ödül gibi insan kaynakları uygulamaları ve lider etkisi ile yakındanilgilidir. İçsel markalaşma sonucunda ise çalışanlarda önce markaya yönelikduygusal bağlılık ve sadakat, daha sonra marka destekli davranışların oluştuğuöngörülmektedir. Ancak çalışanların marka vaadini iletmede, gönüllü olmalarındaen büyük etken markaya duygusal bağlılıkları ile açıklanır. Bu çerçevede buçalışmanın amacı, içsel markalaşma ve duygusal bağlılık arasındaki ilişkiyiçalışan perspektifinden ortaya koymaktır. Çalışmanın amacı, içsel markalaşmaile çalışan bağlılığı arasındaki ilişkiyi ortaya koymaktır. Çalışmada nicelaraştırma yöntemi kullanılmış ve veriler anket yöntemi aracılığıyla toplanmıştır.Araştırmada içsel markalaşma; içsel iletişim,insan kaynakları uygulamaları ve lider algısı olarak ele alınmıştır. Araştırmabulguları çalışanların içsel markalaşmaya yönelik algılarında cinsiyet, eğitim,maaş ve iş tanımı değişkenleri arasında bir farklılık olduğunu göstermektedir. Ayrıcaiçsel markalaşma ve duygusal bağlılık arasında pozitif bir ilişki olduğunu belirlenmiştir. Son olarak, içsel iletişim ve lider algısıile duygusal bağlılık arasında pozitif ve yüksek düzeyde bir ilişki bulunurken;insan kaynakları uygulamaları ile duygusal bağlılık arasında pozitif ve ortadüzeyde bir ilişki bulunmuştur. KW - İçsel Markalaşma KW - İçsel İletişim KW - İnsan Kaynakları KW - Liderlik KW - Duygusal bağlılık N2 - Internal branding is briefly defined as the process ofaligning of employee behavior and brand promise. In particular in the servicesector, brand promise is transferred to the consumers by the employees. It hasbeen seen that in the corporations which established internal branding,employees are more willing to transmit the brand promise. Therefore, corporationsthat desire to have a unique customer experience started to give moreimportance to the employees. On the other hand, the formation of internalbranding is closely related to internal communication, human resourcespractices such as, employee training, reward and leadership effects. As aresult of internal branding, it is foreseen that firstly employees' emotionalcommitment and loyalty then, brand supported behaviors arise. However, the mostimportant factor in demonstrating brand supported behaviors of employees istheir emotional commitment to the brand. The aim of thestudy is to reveal the relationship between internal branding and affectivecommitment from the employee perspective. Quantitative research method is used in the studyand data is collected through questionnaire method. In theresearch, internal branding has been handled in terms of internalcommunication, human resources applicationsand leader perception. Findings show that there is a difference betweengender, education, salary and job description variables in theperception of employees towards internal branding. The findings also show thatthere is a positive relationship between internal branding and affectivecommitment. Finally, it appears that there is a positive and moderate-levelrelationship between human resource applications and affective commitment,while there is a positive and high level relationship between internalcommunication-leader perception and affective commitment. CR - Allen, N. J., ve Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational psychology, 63(1), 1-18. CR - Almgren, D., Ek, P., ve Göransson, O. (2012). The relationship between internal branding and affective commitment. Yayımlanmamış Doktora Tezi. İsveç: Linnaeus University. CR - Argenti, P. A. (1996). Corporate communication as a discipline toward a definition. 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UR - https://dergipark.org.tr/tr/pub/inifedergi/issue//466299 L1 - https://dergipark.org.tr/tr/download/article-file/602722 ER -