عنوان مقاله [English]
Objective: Internal branding is a new concept to consider the impact of employees to create a better brand image in the minds of customers. This study aims to investigate the effects of internal branding on the behavior of the employees in the organization.
Methodology: This study was descriptive- survey one.The sample in this study consisted of 221 employees of the famous clubs in cities; Tehran, Isfahan, Tabriz, Shiraz and Mashhad. The data was collected through consulted directly and self-report procedure by a researcher-conducted questionnaire (Cronbach's alpha coefficient 87/0) which scaled with a five-point Likert from strongly agree to strongly disagree .Amos Graphic software was used for analyzing Data.
Results: The results of the path analyses coefficients and the results of the correlation matrix of variables showed positive and significant relationship among variables. So the effect of internal branding on employees’ brand oriented behavior, sense of brand belonging, brand commitment and brand loyalty was verified.
Conclusion: According to the result, internal branding of clubs and other sports organizations can have a significant impact on employees' perceptions of the organization and its brand, help to get successful service to customers and improve brand Image in the mind of the customers