هومن امیراحمدی

The aim of the present study is to identify the factors that affect internal branding with emphasis on the cultural approach of the Islamic Azad University, Khorasgan Branch. The research method is qualitative research (ground theory) and is applied in terms of purpose. Interviews were used to collect information. The external validity and qualitative reliability of the data have been calculated and confirmed. The statistical population was a group of experts and professors of Khorasgan University, which was initially 9 people and then continued until the final saturation of 12 people. The ground theory method was used to analyze the data. First, categories and concepts were extracted through interviews and with the help of open coding and central coding, and the number of 91 open codes and 29 central categories was obtained. Internal branding is to increase employees' commitment to the organization; Of course, this will be achieved if the senior managers support the activities of human resources management and also the employees of the organization. The more this support, the commitment of the employees in the organization will increase and the internal brand will be better formed. Also, human resource managers were familiar with all factors of human resource management, such as the processes of recruitment, retention, performance evaluation, training, development, health and safety, communication, suggestion system, etc., and their main problem is the lack of implementation of these processes due to various reasons such as culture.

In times of economic crisis, businesses and individuals take on more responsibility for higher education institutions; Higher education institutions are expected to have more efficient graduates and to be able to better meet the needs of employers. Universities face many challenges in developing macroeconomics and the needs of the local community. In order to survive in the higher education market, it is necessary to formulate policies that consider them as providers of educational services, and students, faculty and staff as the most important direct stakeholders. Therefore, it is necessary to study the effects of internal branding. From this research, the consequences of internal branding have been identified and ranked with the approach of structural equations of Islamic Azad University, Khorasgan branch. The present study is an applied research and in terms of the method of conducting a mixed research (qualitative-quantitative). The statistical population of the study is 12 experts. In the qualitative part, their opinions have been used to identify the effects and for modeling, the statistical population consists of a group of experts and professors of Khorasgan University, whose number was 440 people. Then, according to Krejcie and Morgan table, the sample size 205 people were obtained. Sampling method. In this research, sampling is available. Internal brand effects are first identified by Delphi technique, then structural equations and confirmatory factor analysis are modeled and ranked. Finally, the results showed that the internal branding consequences of Khorasgan University have 6 major outcomes for the organization, which are in order of priority. Organizational, national and international implications, individual implications, financial implications, cultural implications, and ultimately implications for employees.