Impact of Internal Brand Management on Organizational Citizenship Behavior by Mediating Role of Quality of Work Life of Police+10‘s Personnel

Given the complexity of law enforcement missions, the use of forces with organizational citizenship behaviors can be critical to the success of the organization. The purpose of this study is to investigate the impact of internal brand management on organizational citizenship behavior through quality of work life among +10 police officers of South Khorasan Province.

The purpose of this study is an applied one that is descriptive survey and the type of data is due to correlational research due to the influence of research variables. The population of the study consisted of 80 Khorasan police +10 personnel and 66 people were selected by simple random sampling method using Morgan table. The data collection tool was a standard questionnaire. Data were analyzed using structural equation modeling using Smart PLS software in two parts of measurement model and structural section. In the first part, the technical characteristics of the questionnaire were assessed by the indicators of reliability, composite validity, convergent validity and discriminant validity.

The results confirmed the effect of internal brand management on quality of work life and organizational citizenship behavior as well as the effect of quality of work life on organizational citizenship behavior. Finally, the effect of internal brand management on organizational citizenship behavior was confirmed by mediating role of quality of work life.

According to the findings of the study, it is recommended that managers of the +10 police personnel pay special attention to internal brand management and quality of work life of employees in order to create and enhance organizational citizenship behavior and ultimately improve their organization's performance.