Studying the Influence of Citizen Behavior Influence from Internal Brand Management and Marketing

Abstract

Citizenship behavior is a new concept and evaluation of these behaviors in the organization is very important and crucial, among the factors that could affect the citizenship of internal brand management and internal marketing. The aim of this research was to investigate the effects of internal branding and internal marketing on behavior. So, this research is an applied research in terms of objective and descriptive- survey in terms of data collection. Statistical population of this research consists of the employees of police offices + 10 of Southern Khorasan. The sample size has been determined using random sampling method. Furthermore, Data were collected using standard questionnaire. Validity of the questionnaire was determined using construct validity, content validity, and construct validity and its reliability was determined using Cronbach's alpha coefficient. Moreover, data were analyzed using multiple regression analysis and structural equation modeling (SEM). The results showed that internal brand management has an impact on organizational citizenship behavior, but the impact of internal marketing on organizational citizenship behavior is in question and finally, it was determined that internal marketing affects internal brand management. Other research results were not confirmed the mediating role of internal marketing between internal brand management and citizenship behavior.

Keywords

• internal brand management
• Internal Marketing
• Citizenship behavior