Investigating the Effect of Internal Marketing on Brand Image with the Mediating Role of Social Responsibility (Case study: Dairy production company)

An important and fundamental issue in the field of dairy products marketing is to have a positive consumer image of the brand. Brand image is an important factor in deciding the consumer to choose from goods and shows their general knowledge about a particular brand. The purpose of this study was to investigate the effect of internal marketing on brand image through social responsibility mediation. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of the method. The statistical population of the study included consumers of dairy products Ardebil city. Based on Morgan's table, a sample of 384 were selected by available random sampling method to answer the questionnaire, which finally 380 of the questionnaire could be used. The results of structural equation modeling test using PLS software showed that internal marketing has a significant effect on brand image and social responsibility. Social responsibility also has a direct impact on the brand image and social responsibility plays a mediating role in the relationship between internal marketing and brand image.The findings of this study can be effective in attracting more and more dairy products manufacturing companies to the discussion of social responsibility and strengthen the desired mental image of the brand of companies.