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Can Internal Branding Mechanisms Improve Job Satisfaction and Employee Engagement? Case Study: Supreme Audit Court
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Payvand MirzaeianKhamseh *   , Pari Ganji , Amirhosein Dehghanan |
| Alzahra University |
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Abstract: (393 Views) |
The purpose of this research is to expand the concepts related to internal branding, including (1) introducing the three main mechanisms of internal branding, including brand knowledge, brand knowledge dissemination, and affective brand commitment, (2) presenting its consequences, including job satisfaction and employee engagement, and (3) examining the mediating role affective brand commitment in the relationship between brand knowledge and job satisfaction in the organization of Supreme Audit Court, which was used for academic enrichment from two theories of social identity and social exchange as basic theoretical windows.
The methodology of this research is based on the research onion model in terms of research philosophy, positivism; objective, descriptive; research orientation, applied; its strategy, navigation; his research method, quantitative; The time domain of the research is single-section, and the method of data collection is questionnaire.
Five of the six tested hypotheses were confirmed in this study. However, the sixth hypothesis that examined the mediating role of emotional commitment to the brand in the relationship between brand knowledge and job satisfaction was not confirmed.
The results showed that employees' perception of the brand knowledge dissemination leads to the improvement of their level of knowledge about the brand, then the increase of their affective brand commitment, and finally, the improvement of the level of job satisfaction and more engagement of employees. The obtained results can lead to the presentation of solutions for evaluating the directors of the Supreme Audit Court on the level of employees' perception of the concept of internal branding and the promotion of this concept in one of the most critical regulatory institutions of the country.
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| Keywords: Internal branding, Brand knowledge dissemination, Supreme audit court, Job satisfaction, Employee engagement. |
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Full-Text [PDF 1419 kb]
(165 Downloads)
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Type of Study: Research |
Subject:
Management
Received: 2023/03/19 | Accepted: 2023/05/6 | Published: 2024/08/27
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