TY  - JOUR
T1  - Study of the Effect of Internal Brand Management on Brand Citizenship Behavior in Presence of Brand Commitment and Job Satisfaction of Employees in Banking Industry
AU - Ghenaatgar, Arezoo AU - Jalali, Seyyed Mehdi 
JO  - International Business Management
VL  - 10
IS  - 18
SP  - 4200
EP  - 4208
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.4200.4208
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.4200.4208
KW  - Internal brand management
KW  -brand citizenship behavior
KW  -brand commitment
KW  -employee job satisfaction
AB  - Citizenship behavior comprises those behaviors that employees of an organization have toward customers in order to respect them or create and intimate relationship to attract others and improve activities of organization in this way. The purpose of this study is to examine the effect of internal brand management on bran citizenship behavior in presence of brand commitment and job satisfaction of employees in Banking Industry. This study is a fundamental study in terms of objective and is descriptive and correlational in terms of study type. Statistical population includes managers and employees of banks and banking institutions. Validity and reliability of indicators and components was determined using Chen test, average variance Extracted, transverse loads, combined coefficient, Cronbach’s alpha and then hypotheses were tested using outputs of PLS and Bootstrap algorithms.
ER  -