The effect of brand identity management and social responsibility on employees' organizational commitment with the mediating role of external brand prestige and the moderating role of gender

The purpose of this paper is to study the mediating role of external brand prestige and moderating role of gender in the effect of brand identity management and social responsibility on employees' organizational commitment. The statistical population of this study is staff of the bank-e-Tejarat of Mazandaran province, 234 of whom were selected as sample. The standard questionnaire was used for data collection. The validity of the questionnaire was confirmed by content validity, convergent validity and divergent validity and its reliability was confirmed by Cronbach's alpha coefficient and Dillon-Goldstein coefficient. Structural equation modeling and SmartPLS software were used to test the research hypotheses. The results showed that brand identity management and social responsibility have a positive effect on external brand prestige. Brand identity management and social responsibility have a positive impact on organizational commitment. External brand prestige has a positive impact on organizational commitment. External brand prestige acts as a mediating variable in the relationship between brand identity management and organizational commitment as well as in the relationship between social responsibility and organizational commitment. Gender acts as a moderating variable in the relationship between brand identity management and organizational commitment as well as in the relationship between social responsibility and organizational commitment. Therefore, Managers can enhance their employees' organizational commitment by using brand identity management, social responsibility and external brand prestige.