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چکیده
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Background: Internal branding with the aim of achieving employee based brand equity is a new strategy to ensure that employees act according to brand promises. Since in service organizations, employees have the ability to significantly influence customers’ perceptions and purchase decisions and as they play a critical role in organizational success. Thus, strengthen the employee based brand equity can develop a long lasting competitive advantage for organizations.
Aim: The aim of this study was to Explanations the effective Factors on Internal Employer Brand Equity and its consequences (the Case of Bushehr`s City Banks)
Methodology: The population of the investigation, including all bank employees Bushehr level and eventually 380 questionnaires were distributed and finally 327 were analyzed. Sampling in this study sample is available. The method of the research is distribution the questionnaires and Then with confirmatory factor analysis these variables were confirmed and we pay attention to the conceptual model. to evaluate the reliability of the entire questionnaire Cronbach's alpha were used with Cronbach's alpha values the entire questionnaire was 0/89 that reflect the reliability of questionnaire. And to the validity of the indicators of KMO, eigenvalues and the variance was used, all of which were good value. To analyze the questionnaire from SPSS 20 software and SMART PLS 2 was used.
Conclusion: 6 factor, (role clarity, brand orientation, feedback, brand knowledge, perception of the advantages of brand and internal brand communication)for effective Factors on Internal Employer Brand Equity and 5 factor (loyalty, efficiency, brad commitment, , emotional dependence and tend to remain) for consequences Internal Employer Brand Equity was discovered and confirmatory factor analysis, these factors were confirmed. For Kelly model fitting using the PLS software was used to show that our model is a perfect fit and finally offered suggestions.
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