IDEAS home Printed from https://ideas.repec.org/a/ids/ijfsmg/v8y2015i1p83-97.html
   My bibliography  Save this article

Internal branding in Agriculture Bank of Iran: an application of Rusbult's investment model

Author

Listed:
  • Shahriar Azizi
  • Masoud Javidani

Abstract

This paper seeks to theoretically identify the effective factors on employees' brand loyalty in the case of Agriculture Bank of Iran (ABI), based on the Rusbult's investment model. The data was gathered from 200 employees of ABI branches in Tehran city. Cluster sampling via a 29-items questionnaire was employed. Structural equation modelling was used for testing the model. Findings revealed that employees' job satisfaction and employees' investments have a positive effect on the employees' attitudinal brand loyalty. The quality of alternatives demonstrated a negative effect on the employees' attitudinal brand loyalty. Findings also suggested that employees' attitudinal brand loyalty affects employees' behavioural brand loyalty positively. Rusbult's investment model is a new applicable tool for assessing internal branding in a service setting. This paper applied the model for the first time in a banking context.

Suggested Citation

  • Shahriar Azizi & Masoud Javidani, 2015. "Internal branding in Agriculture Bank of Iran: an application of Rusbult's investment model," International Journal of Financial Services Management, Inderscience Enterprises Ltd, vol. 8(1), pages 83-97.
    • Handle: RePEc:ids:ijfsmg:v:8:y:2015:i:1:p:83-97
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=66571
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijfsmg:v:8:y:2015:i:1:p:83-97. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=76 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.