Investigating Factors Affecting Corporate Brand Identity and Its Influence on Alborz Insurance Brand Employees’ Performance and Satisfaction (Case Study: Tehran Province’s Employees)

Document Type : Research Paper

Authors

1 Assistant Prof. in Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

2 M.A. Student in Business Management, North Tehran Branch, Islamic Azad University, Tehran, Iran

Abstract

Nowadays, due to so many reasons, brands show similar functions in their products as well as the services they provide. Insurance companies are also involved in this principle. With this regard, only the companies which have set particular and specific identity could be distinguished. With respect to the importance of the employees roll in conveying the brand’s message to the costumers, especially at service organizations, this study was conducted to investigate the effective factors on corporate brand identity and its influence on Alborz insurance company employees’ performance and satisfaction. This research examines the type of the correlation between the items. In this research, two-level scatter sampling method was used due to the lack of access to the employee list of Alborz insurance company in Tehran. Moreover, standard questionnaires were used in order to collect the data and structural equation model was used for data analysis. The results proved the positive effects of the corporate brand identity on organizational commitment. In addition, we found out that there is a positive effect of the organizational commitment on the brand performance and on the employees’ satisfaction.

Keywords

Main Subjects

References

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Journal of Business Management
Volume 9, Issue 3
2017
Pages 617-640

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