بررسی تاثیر برندینگ داخلی بر رفتار شهروندی سازمانی

نوع مقاله : مقاله پژوهشی

نویسندگان

1 کارشناس ارشد MBA، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

2 دانشجوی دکتری مدیریت بازاریابی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

3 استادیار، گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه خوارزمی، تهران، ایران

10.29252/bar.2021.8531.2306

چکیده

پژوهش حاضر به بررسی تأثیر برندینگ داخلی بر رفتار شهروندی سازمانی با توجه به نقش میانجی هویت­یابی سازمانی و دلبستگی شغلی در استارتاپ ها در ایران پرداخته است. جامعه هدف پژوهش توصیفی-پیمایشی، شامل 460 نفر از کارکنان شرکت‌های اینترنتی نوپا در ایران است و تعداد حجم نمونه 210 نفر در نظر گرفته شد. روش نمونه‌گیری مورد استفاده، تصادفی ساده است و جهت جمع‌آوری داده­ها از پرسشنامه‌های استاندارد استفاده شده است. تحلیل داده‌ها با استفاده از مد­ل­سازی معادلات ساختاری با رویکرد حداقل مربعات جزئی و همچنین استفاده از نرم­افزار  SMART PLS2انجام شده است. مطابق نتایج پژوهش در حالت کلی برندینگ داخلی بر رفتار شهروندی سازمانی تأثیر معناداری داشته است. همچنین ارتباطات برند داخلی و رهبری تحول­آفرین منجر به هویت‌یابی سازمانی شده و رهبری تحول آفرین منجر به دلبستگی شغلی شده است. هویت‌یابی سازمانی نیز بر دلبستگی شغلی تأثیرگذار است. از طرفی هویت‌یابی سازمانی بر رفتار شهروندی سازمانی نسبت به مشتریان و دلبستگی شغلی نیز بر رفتار شهروندی سازمانی نسبت به مشتریان و سازمان تأثیرگذار بوده است.

کلیدواژه‌ها


عنوان مقاله [English]

Survey on the effect of internal branding on organizational citizenship behavior

نویسندگان [English]

  • Fatemeh, Sharifi 1
  • Ali Shoja 2
  • Faraz Sadeghvaziri 3
1 MSc. In MBA, Faculty of Management, Kharazmi University, Tehran, Iran
2 Ph.D. candidate of Marketing Management, Faculty of Management, university of Tehran, Tehran, Iran
3 Assistant Professor, Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran
چکیده [English]

The present paper investigates the effect of internal branding on organizational citizenship behavior with respect to the mediating role of organizational identity and job attachment in Iran’s startups. The population of the descriptive-survey study included 460 employees of start-up Internet companies in Iran and the sample size was 210 people. The sampling method used is simple random and standard questionnaires were used to collect data. Data analysis performed by using structural equation modeling with partial least squares approach and also using SMART PLS2 software. According to the research results, internal branding has a significant effect on organizational citizenship behavior. In addition, internal brand communication and transformational leadership has led to organizational identification and transformational leadership has led to job attachment. Organizational identification also affects job attachment. On the other hand, organizational identification has affected the organizational citizenship behavior towards customers and job attachment has affected the organizational citizenship behavior towards customers and the organization.

کلیدواژه‌ها [English]

  • Internal branding
  • organizational identity
  • job attachment and organizational citizenship behaviors
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