Build Brand Trust and Brand Consolidation by Emphasizing on Employees Morality Variables

Having trust to brand and costumers’ loyalty and costumers’ unwillingness for changing brand are necessary for achievement of each organization in today’s variable and dynamic conditions. Mentioned organization which is one high tech industry with advanced products is not exceptional of this rule. On the other hands morality variables could have a significant role in accessing to this purpose. Principally, the main aim of fulfilling this research is to investigate the simultaneous relationship of trust to brand and morality variables of employees and oral advertisement and brand changing willingness. 

This research, has been fulfilled in government organization with complex technology and product in Tehran metropolis. This research has from purpose and nature aspect could be considered as applied research and descriptive-scrolling research, respectively. Statistical society for evaluating morality variables of employees and other variables including all employees of studied organization and all costumers, respectively. A sample of 268 members of employees and costumers has been randomly selected for this test. Collection tools of data is questionnaire which its validation and reliability has been confirmed.  Consequently, structure equation has been modeled using Lisrel software.

  The result of research indicated that capability of brand confidence has positive relationship on morality leadership, morality atmosphere and morality philosophy of employees. Although, morality leadership and morality atmosphere have positive relationship on oral advertisement.   

Loyal customers and costumers who are unwillingness for changing brand of mentioned organization should have especial concentration on capability of brand confidence and its employee’s morality variables.