آی اس آی پیپر

دانلود رایکان مقاله انگلیسی ISI با موضوع نقش واسطه ای تناسب فرد- سازمان

عنوان فارسی مقاله:

رابطه بین برند سازی داخلی و رفتار شهروندی سازمانی: نقش واسطه ای تناسب فرد- سازمان

عنوان انگلیسی مقاله:

The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-Organization Fit

دانلود رایگان مقاله ISI با فرمت PDF:

مشاهده توضیحات کامل و خرید ترجمه فارسی با فرمت ورد تایپ شده:

بخشی از مقاله انگلیسی :

2.1.Internal Branding

Internal branding is defined as a set of strategic activities of a corporation to provide and ensure intellectual and emotional employee buy-in (Mahnert and Torres, 2007). It is a systematically organized process, which motivates and reinforces employees’ acceptable brand behaviour guidelines in their daily work behaviours to help them deliver on the brand promise to customers (Matanda & Ndubisi, 2013). This approach serves employees to develop a feeling of commitment with the brand and the brand values. IB focuses on developing a mutual understanding of objectives, positioning and features of the brand promise, providing compatibility between employees’ values and those of the organization and the brand and creating a sense of commitment within employees (Matanda & Ndubisi, 2013). Internal branding aims to achieve this alignment by promoting the brand inside of an organisation through internal marketing practices (Drake et al., 2005). Apart from the practice of internal marketing it also requires human resource management practices and discipline to ensure internal branding (Punjaisri & Wilson, 2011). In addition, coordination between human resources (HR) and corporate communication that provides internal communication has been claimed to have a supporting effect upon the achievement of a successful internal branding process (Kamalanabhan, 2011:305). In the light of the review of literature, internal branding has been investigated under three dimensions; HR Involvement, Internal Communication & Training (Matanda & Ndubisi, 2013).