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Yıl 2012, Cilt: 2 Sayı: 2, 122 - 129, 01.06.2012

Shahriar Azizi Fateme Ghytasivand Sina Fakharmanesh

Öz

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

Yıl 2012, Cilt: 2 Sayı: 2, 122 - 129, 01.06.2012

Shahriar Azizi Fateme Ghytasivand Sina Fakharmanesh

Öz

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.

Anahtar Kelimeler

Internal brand equity Brand orientation Internal marketing Job satisfaction

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Ayrıntılar

Diğer ID JA77MF32EF
Yazarlar

Shahriar Azizi Bu kişi benim

Fateme Ghytasivand Bu kişi benim

Sina Fakharmanesh Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2012
Yayımlandığı Sayı Yıl 2012 Cilt: 2 Sayı: 2

Kaynak Göster

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. Haziran 2012;2(2):122-129.
Chicago Azizi, Shahriar, Fateme Ghytasivand, ve 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, sy. 2 (Haziran 2012): 122-29.
EndNote Azizi S, Ghytasivand F, Fakharmanesh S (01 Haziran 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, ve 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, c. 2, sy. 2, ss. 122–129, 2012.
ISNAD Azizi, Shahriar vd. “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 (Haziran2012), 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 vd. “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, c. 2, sy. 2, 2012, ss. 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.