The impact of internal branding on brand performance in the hotel industry (Case study: International Hotels of Laleh and Parsian Esteghlal in Tehran)

Considering the importance of the role of staff in transferring the organization's brand contracts to customers, especially in service organizations, this study aimed at examining the internal branding effects on brand performance by explaining the role of brand identity, commitment and loyalty. The research population was consisted of Laleh and Parsian Esteghlal International Hotels staff and in the first quarter of 1396. Random sampling method and Cochran formula were used for obtaining the sample size, and library and field methods were employed for data gathering. This study is a descriptive- correlation applied research which its data was collected by standard questionnaire that were used for validity and reliability, structural validity and Cronbach's alpha coefficient. Confirmatory factor analysis and structural equation modeling was used for the questionnaire’s date analyzing. The study results show that internal branding has a positive relationship on the staff attitudinal and behavioral aspects and also delivering the brand promises with them. Since the employees’ commitment to brand is significantly related to the employee performance, it was confirmed as a mediator of the internal branding and employees brand performance relationship (employee performance in order to fulfill the brand promises to customers). In addition, according to the results of this study, brand engagement is the driver of brand identity, and brand commitment is a platform for employee brand loyalty.