Factors Effect Employee Brand Performance in Agriculture Bank of IRAN Based on Goal Setting Theory

Branding subject in latest decades became one of the most important research priorities in marketing management domain. This research with aim of goal setting theory an internal branding try to identify effective factors on employee`s commitment and loyalty and brand performance at employee level. Statistical society contains all employees at three levels: branch chairman, master operators and cashiers of branches of Keshavarzi Bank of Tehran. According to accessibility of branches list, clustering sampling has been applied. Data collection has done through questionnaire and 207 of 240 distributed questionnaires collected that was applicable. Cronbach`s alpha for all latent variables was acceptable and reliability of content was suitable. In scope of aim this paper categorized as applied one and descriptive in scope of data collection. Model testing has been done through structural modeling using Liserel version 8.5. Results shows that brand goal clarity has positive effect on employees` commitment (γ=0.37; t=2.04), but has no effect on employees` brad loyalty. Perceived hardness of goal has negative effect on brand commitment (γ=-0.27; t=2.34) but has no effect on brand loyalty, internal branding positively affect brand loyalty (γ=0.23; t=2.54), but has no effect on brad commitment. Brand commitment has positive effect on brand loyalty (β=0.53; t=3.32) and band loyalty has positive effect on brand performance in employees` level (β=0.36; t=3.47).