List of Articles Internal branding

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  1 - Innovative Culture, Provides Improvement of Organizational Learning by utilizing internal branding (Research in Iran’s Oil Industry)
  Saeed  Aibaghi Esfahani Elaheh  Ebrahimi reza sheikh
  As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on More

  As the business world becomes increasingly complex and more astonishingly competitive; managers are turning to innovation culture as one of the few durable sources of learning and internalizing the brand. In this research; we investigated the Internal Branding Effect on organizational learning with the moderating role of innovative culture as a main hypothesis. To achieve the objective of this study, research was conducted to collect the required information by using standard questionnaires. The current research method is descriptive-correlative and practical, based on the objective. The sample size is (n = 168) employee at the Oil Research Institute and The hypothesis were analyzed through the technique of Structural Equation Modeling with Smart PLS 3 software. By the Cronbach's alpha the stability of the data collected in this study Obtained 0.854. Therefore, the reliability instrument has been decent the results of the data analysis show that internal branding has a positive and significant role in organizational learning. Research findings also confirm the role of moderating innovative culture. Manuscript profile
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  2 - Investigating the Effect of Staff Self-Leadership on Internal Branding and Role Identity in Hotel Industry: A Case Study of 5-Star Hotels in (Mashhad)
  Jamshid Najari Beydokhti Omid Behboodi
  10.61186/journalitor.36248.11.23.257
  The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels i More

  The current applied descriptive-correlational study sought to investigate the effect of staff self-leadership on the outcomes of internal branding and role identity in the hotel industry. The statistical population of the study comprised all the staff of 5-star hotels in Mashhad, out of whom 120 people were selected through the Morgan table using simple random sampling. The required data were collected via the standard Zhang and Zhou questionnaire (2021) whose face and construct validity were measured through expert approval and factor loads, respectively. Moreover, the reliability of the questionnaire was measured and confirmed using the Cronbach's alpha test. Finally, the collected data was analyzed via structural equation modeling. The findings of the study indicated the significant positive effect of self-leadership on brand knowledge, brand commitment, and brand citizenship behavior through factors such as the visualization of successful performance, self-goal-setting, self-talk, and self-aggrandizement. Furthermore, self-leadership factors also influence brand knowledge, brand commitment, and brand citizenship behavior through role identity. It could, therefore, be concluded that promoting self-leadership behaviors helps the internal growth of an organization’s brand and facilitates internal branding through role identity. Manuscript profile