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Effect of Employee Branding on Market Share in Iranian Banking Industry (Case Study: Mellat Bank)

Author

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  • Mohammad Mahmoudi Maymand
  • Rasoul Sanavi Fard

Abstract

Strong brands are essential for differentiation in today's marketplace and it can create by employees due to the fact that they are responsible for making brand related decisions. Despite of this viewpoint, reports show that more managers do not believe that they can create competitive advantage for their organization. Therefore, present study aimed to identify employee branding and effect of it on Market share. In the present study, effect of employee branding on market share was used in banking industry. Research statistical population consisted of employees of Mellat Bank in Qom and Arak cities. Sampling method for Mellat Bank was cluster method. Data collection instrument was questionnaire. Totally, 310 filled questionnaires were returned. Partial Least Square (PLS) was used to analyze the data. The results of Partial Least Square confirmed model fitness in studied population. Likewise, the results from path analysis showed that employee branding had significant influences on market share.

Suggested Citation

  • Mohammad Mahmoudi Maymand & Rasoul Sanavi Fard, 2015. "Effect of Employee Branding on Market Share in Iranian Banking Industry (Case Study: Mellat Bank)," Journal of Asian Scientific Research, Asian Economic and Social Society, vol. 5(2), pages 73-91.
    • Handle: RePEc:asi:joasrj:v:5:y:2015:i:2:p:73-91:id:3708
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    Cited by:

    1. Ali Nazaritehrani & Behzad Mashali, 2020. "Development of E-banking channels and market share in developing countries," Financial Innovation, Springer;Southwestern University of Finance and Economics, vol. 6(1), pages 1-19, December.

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