Investigating the mediating role of job satisfaction in the effects of internal brand management and career anchors on intention to stay

One of the most important issues in management is intention to stay in organizational workplace. organizations expenses a lot to absorption, training and protection of specialized human resources but in lack of suitable circumstances they face with problem of abandoning organization and these worth resources abandon their organization hardly or dissatisfaction. So, this study in terms of objective is applied and the method of data collection is descriptive and survey. For this article, 210 from 466 employees in a public organization were subject to selected in a convenience sampling way as the statistical sample of this research. To analyze collected data, structural equation modeling and Amos software were employed. Research conceptual model was tested by statistical techniques and structural equation modeling. The results indicated that; employed structural equation model, provides a powerful theoretical model for predicting intention to stay through internal brand management, Career anchors and job satisfaction. Also, significant impact of Career anchors and job satisfaction on intention to stay was confirmed. But impact of internal brand management on job satisfaction and intention to stay were not confirmed. On the other hand, the significant impact of Career anchors on job satisfaction, Career anchors on intention to stay, job satisfaction on intention to stay and indirect impact of Career anchors on intention to stay through job satisfaction was confirmed.