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

Author

Listed:
  • Shahriar Azizi

    (Faculty of Management & Accounting, Shahid Beheshti University, Tehran, Iran)

  • Fateme Ghytasivand

    (Master of Business Administration, Payame Noor University of Tehran, Iran)

  • Sina Fakharmanesh

    (Master Student of Marketing, Shahid Beheshti University, Iran)

Abstract

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.

Suggested Citation

  • Shahriar Azizi & Fateme Ghytasivand & Sina Fakharmanesh, 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, Econjournals, vol. 2(2), pages 122-129.
    • Handle: RePEc:eco:journ3:2012-02-13
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    References listed on IDEAS

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    1. Kevin Zheng Zhou & Julie Juan Li & Nan Zhou & Chenting Su, 2008. "Market orientation, job satisfaction, product quality, and firm performance: evidence from China," Strategic Management Journal, Wiley Blackwell, vol. 29(9), pages 985-1000, September.
    2. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Balmer, John M.T. & Podnar, Klement, 2021. "Corporate brand orientation: Identity, internal images, and corporate identification matters," Journal of Business Research, Elsevier, vol. 134(C), pages 729-737.
    2. Huang, Yu-Ting & Rundle-Thiele, Sharyn, 2014. "The moderating effect of cultural congruence on the internal marketing practice and employee satisfaction relationship: An empirical examination of Australian and Taiwanese born tourism employees," Tourism Management, Elsevier, vol. 42(C), pages 196-206.
    3. Japneet Kaur & Sanjeev Kumar Sharma, 2015. "Internal Marketing: Scale Development and Validation," Vision, , vol. 19(3), pages 236-247, September.
    4. Gabor Hetenyi & Magdolna Szilasi & Attila Lengyel, 2019. "PLS Modelling of Factors Aff ecting the Cooperation Between Sales and Marketing in Pharmaceutical and Non-Pharmaceutical Manufacturing Firms," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(2), pages 227-247.
    5. Sen Li & Yingying Shi & Lingling Wang & Enjun Xia, 2023. "A Bibliometric Analysis of Brand Orientation Strategy in Digital Marketing: Determinants, Research Perspectives and Evolutions," Sustainability, MDPI, vol. 15(2), pages 1-22, January.
    6. Muhammad Anees-ur-Rehman & Ho Yin Wong & Mokter Hossain, 2016. "The progression of brand orientation literature in twenty years: A systematic literature review," Journal of Brand Management, Palgrave Macmillan, vol. 23(6), pages 612-630, November.

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    More about this item

    Keywords

    Internal brand equity; Brand orientation; Internal marketing; Job satisfaction;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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