The Relationship Between Internal Branding and Brand Behavior of Bank Employees: Do Employees' Personal Factors Moderate the Relationship?
| المصدر: | مجلة كلية التجارة للبحوث العلمية |
|---|---|
| الناشر: | جامعة الإسكندرية - كلية التجارة |
| المؤلف الرئيسي: | Garas, Sally Raouf Ragheb (Author) |
| مؤلفين آخرين: | Mahran, Amira Fouad (Co-Author) |
| المجلد/العدد: | مج55, ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | يوليو |
| الصفحات: | 1 - 30 |
| DOI: |
10.21608/ACJ.2018.36206 |
| ISSN: |
1110-7588 |
| رقم MD: | 977474 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
الناشر لهذه المادة لم يسمح بإتاحتها. |
| المستخلص: |
Internal branding has recently gained much attention in the service marketing literature. However, empirical research in this area is still considered scarce. The following study examines the effect of internal branding in banks on brand behavior of bank employees. The mediation impacts of role clarity and affective commitment and the mode-ration impacts of employees' personal factors are also examined. A single cross sectional design was used to gather the research data and SEM was used to evaluate the proposed model and test the research hypotheses. Findings indicate that internal branding affects on bank employees' brand behavior is not direct but through its impacts on employees‟ role clarity and their affective commitment. Moreover, the length of service of employees in their banks strengthens the link between role clarity and employees' brand behavior, while the age of employees has few but different moderation impacts on the examined relationships |
|---|---|
| ISSN: |
1110-7588 |
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