Internal Branding and Brand Performance: The Moderator Role of Workplace Competitive Climate and Job Satisfaction

This study seeks investigation of the impact of factors effect on the brand performance based on internal branding approach in TAT bank. A conceptual model consist of 9 hypotheses were designed and tested in this research. 239 employees of TAT bank by clustering method were selected. Data gathered via 51-items including 6 demographics and 45 specialized questions. Alpha cornbach''s coefficients were in acceptable range for all variables. For testing the model we use path analysis by using AMOS and chow test. Findings prove the moderation role of workplace competitive climate and job satisfaction on the relationship between internal branding with brand identification and brand commitment. Path analysis indicated that internal branding impact brand identification positively، brand commitment impact brand performance positively and brand identification impact brand commitment positively. Two hypotheses include the impact of internal branding on brand commitment and the impact of brand identification on the brand performance was not confirmed.