The intercessor role of organizational identity in the relation between internal branding and tendency to leave duty

This research was aimed at studying the organizational identity intermediate role in the relation between internal branding and propensity to quit work. The research methods are applied and correlational-descriptive in terms of the purpose and data collection, respectively. The research statistical community was the employees of several Food companies of Zahedan industrial town. The sample volume was 200 people. Data gathering tools are Punjaisri internal branding, Cheney organizational identity, and tendency to quit job questionnaires. Cronbach's alpha for all the variables was in an acceptable range. The questionnaires validity was furnished through confirmatory factor analysis. Chi-squared test was obtained 2.96 which is acceptable in the interval. Indicating good desirability of structural model, RMSEA 0.031factor was gained. The research hypotheses were examined using path analysis in LISREL software. Results showed that internal branding has positive effect on organizational identity. However, branding using organizational identity has negative effect on the tendency to leave work. Therefore, the necessity of considering employees’ job quitting with the approach of internal branding in organizations become determined.