THE EFFECTS OF INTERNAL BRANDING ON BRAND CITIZENSHIP BEHAVIOR AND INTENT TO STAY: A RESEARCH IN SERVICE SECTOR

Abstract

Internal branding, which asserts that the employees who accept brand promise, values and characteristics can better present the brand to the external customer, has emerged as a marketing element that has gained importance in recent years. Thanks to the internal branding that takes place in the literature with the importance of internal marketing, enterprises gain competitive advantage in today's market conditions and increase employess loyalty to the company by identifying with the brand. The main purpose of this study is to examine the relationship between internal branding and brand citizenship behavior and intent to stay, and also to reveal the relationship between internal motivation and these variables. Within the scope of the research, 470 five-star accommodation establishment employees have been reached in order to evaluate their internal branding activities in five-star accommodation establishments in the Marmara Region, and the data obtained were analyzed with the structural equation model. As a result of the analysis, it is seen that internal branding elements have a positive effect on brand citizenship behavior and intention to stay. In addition, there is a positive relationship between internal motivation and brand citizenship behavior and intention to stay.

Keywords

• Internal Branding
• Brand Citizenship Behaviour
• Intent to Stay
• Internal Motivation.

İÇSEL MARKALAMANIN MARKA VATANDAŞLIK DAVRANIŞI VE İŞTE KALMA NİYETİ ÜZERİNE ETKİLERİ: HİZMET SEKTÖRÜNDE BİR ARAŞTIRMA

Öz

Marka vaadini, değerlerini ve özelliklerini benimseyen çalışanların, dış müşteriye markayı daha iyi tanıtabileceğini savunan içsel markalama, son yıllarda önem kazanan bir pazarlama unsuru olarak karşımıza çıkmaktadır. İçsel pazarlamanın önem kazanmasıyla literatürdeki yerini alan içsel markalama sayesinde işletmeler, günümüz pazar koşullarında rekabet avantajı elde etmekte ve çalışanların markayla özdeşleşerek işletmeye bağlılıklarını artırmaktadır. Bu çalışmanın temel amacı, içsel markalama ile marka vatandaşlık davranışı ve işte kalma niyeti arasındaki ilişkiyi incelemek, ayrıca içsel motivasyonun bu değişkenlerle ilişkisini ortaya koymaktır. Bu doğrultuda, Marmara Bölgesinde bulunan beş yıldızlı konaklama işletmelerinde içsel markalama faaliyetlerini değerlendirmek amacıyla 470 adet beş yıldızlı konaklama işletmesi çalışanına ulaşılmış olup elde edilen veriler yapısal eşitlik modeli ile analiz edilmiştir. Analiz sonucunda ise içsel markalama unsurlarının marka vatandaşlık davranışı ve işte kalma niyeti üzerinde pozitif etkisi olduğu görülmektedir. Ayrıca içsel motivasyon ile marka vatandaşlık davranışı ve işte kalma niyeti arasında pozitif bir ilişki olduğu görülmektedir. 

Anahtar Kelimeler

• İçsel Markalama
• Marka Vatandaşlık Davranışı
• İşte Kalma Niyeti
• İçsel Motivasyon

Kaynakça

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