Internal Branding, Brand Citizenship Behavior and Customer Satisfaction: An Empirical Study (Case Study: Keshavarzi Bank of Ardabil)

Abstract

Brand citizenship behavior is a new concept that explores the volunteer activities and activities which are outside the official duties of employees in the area of the organization’s brand. The aim of this study is to identify the relationship between internal branding, brand citizenship behavior and customer satisfaction in banking industry of Iran. Factors affecting brand citizenship behavior were considered in three categories: brand acceptance, brand enthusiasm and brand self- development; then, the influence of internal brand management on brand commitment, brand citizenship behavior and customer satisfaction was examined. Statistical population of the research consisted of 100 employees of Keshavarzi bank of Ardabil. Based on Morgan table, 84 employees were selected as the sample and finally 66 questionnaires were completed. In order to collect the required data related to all variables of the research, the standard questionnaire of Porricelli, Yurova, Abratt, and Bendixen (2014) and Orel and Kara (2014) was used. Using structural equation modeling and AMOS software, the research hypotheses were tested. The results obtained from this study show that internal brand management has a positive and significant impact on brand Commitment. Brand Commitment has a significant and positive impact on brand citizenship behavior and brand citizenship behavior has a significant and positive impact on customer satisfaction.