The concept of internal branding, which is at the intersection of human resources, marketing and management, has an increasing importance day by day, in terms of service business, with consumers' increasing preference for the brand. This study aims to investigate the role of internal branding activities in the formation of brand commitment and brand citizenship behavior in the service sector and also to find out the mediating role of brand commitment between internal branding and brand citizenship behavior. In accordance with this aim, the data obtained through the questionnaire survey of 401 employees working in the logistics sector were analyzed by structural equation modeling. SPSS 18.0 and AMOS 16.0 programs were used for analyzes. As a result of the analysis, the internal branding has a positive effect on brand commitment and brand citizenship behavior. And also brand commitment has a partial mediating role on the relationship between internal branding and brand citizenship behavior.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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