Identifying the effective mechanisms of internal market orientation practices on the organization brand

The concept of internal branding emerges from the internal orientation of the organization in line with brand management. brand enactment by employees can be considered one of the outstanding possible results of the internal market orientation process.The aim of this study was to investigate the effect of IMO on brand enactment by considering the mediating role of employee job satisfaction, employee commitment, brand knowledge, and identity. This paper was designed as a non-experimental survey, using an anonymous self-report questionnaire. In this study, a pre-test was conducted among 30 people. In total, 300 employees of Bank Melli branches in Isfahan were invited to participate in the study. Because of the excessive missing data, 42 questionnaires were eliminated, and the final sample size for testing was 258. The response rate was at least 86%. The results revealed that IMO has a positive effect on brand enactment (0.170). The effect of IMO on brand enactment was also confirmed through the mediating role of employees’ brand knowledge, job satisfaction, and commitment, but the mediating role of brand identity was not confirmed. The findings of this study have important practical insights. This study provides a framework that describes the mediating mechanisms of the impact of IMO on brand enactment. In general, the results indicate that brand knowledge is the main determinant of employees’ brand enactment.