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  1. بررسی تاثیر ادراک کارکنان از ابعاد برندسازی داخلی بر رفتارهای سازنده برند کارکنان با میانجی‌ گری تعهد برند و هویت برند و تعدیل‌ گری بدگمانی سازمانی

The Impact of Employees' Perceptions of Internal Branding Dimensions on Employees' Brand Building Behaviors with the Mediating Role of Brand Commitment and Brand Identity and the Moderating Role of Organizational Cynicism

Poursoltani Zarandi, Moein | 2025

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 58446 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Mirbagheri, Alireza; Mirfakhar, Atieh
  7. Abstract:
  8. In today’s competitive market, an organization’s brand position is shaped not only through advertising and product quality but also directly through employee performance and attitudes. A substantial portion of customer experience depends on employee behavior, and any misalignment between brand values and promises with employee actions can undermine brand image. Internal branding serves as a strategic tool to align employees with brand values and to strengthen their brand commitment and brand identity. However, many organizations face challenges in translating this approach into tangible outcomes. Therefore, the present study aims to provide practical strategies for more effective implementation of internal branding and to enhance brand-supportive behaviors among employees. Specifically, this research examines the effect of employees’ perceptions of internal branding dimensions—including brand-oriented human resources, transformational brand leadership, and internal brand communication—on their brand-constructive behavior. The model also tests the mediating role of brand commitment and brand identity, as well as the moderating role of organizational cynicism. The study population consisted of employees from medium to large technology-focused service companies with complex organizational processes operating in competitive markets. Data were collected using a standardized questionnaire adapted from previous validated studies, and both reliability and validity had been previously confirmed. After distribution and screening, 214 valid responses were obtained. Variables were measured on a five-point Likert scale, and data were analyzed using SPSS, Stata, and SmartPLS. Structural equation modeling (SEM) was employed as the analytical method. Key findings indicate that employees’ perceptions of internal brand communication and transformational brand leadership have significant positive effects on brand commitment and brand identity, whereas the effect of brand-oriented human resources on brand commitment and brand identity was not significant, although it did have a significant effect on brand-constructive behavior. Furthermore, both brand commitment and brand identity were positively and significantly associated with brand-constructive behavior. While organizational cynicism had a significant negative effect on brand commitment and brand identity, its moderating role in the relationship between employees’ perceptions of all three internal branding dimensions and these outcomes was not confirmed. Overall, this study enriches the literature on internal branding and provides important managerial recommendations for enhancing internal branding processes within service organizations
  9. Keywords:
  10. Internal Communication ; Brand Centered Human Resource Management ; Internal Branding ; Brand Leadership ; Brand Commitment ; Brand-Building Behaviors ; Organizational Cynicism

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