Developing and Explaining the Brand-Centered Model of Employee Behavior Case Study: Chain Stores

 Branding within the organization to achieve the special brand value of employees is a new strategy to ensure the behaviour of employees by brand commitments. In service organizations, sales staff can influence customers' perceptions and purchasing decisions.

The research method is a mixed (qualitative-quantitative) approach. Using the Foundation's data theorizing method, by conducting in-depth and semi-structured interviews with academic experts and business experts in chain stores, through a back-and-forth process, until reaching the theoretical saturation stage, coding the data extracted from the text of the interviews (open coding) And then he classified the resulting concepts (axial coding) and presented the theory extracted from the data of the previous stages, in the framework of the conceptual model of the research (selective coding). Then, in the second stage of this research (quantitative part), he used confirmatory factor analysis and structural equation modelling.

The brand-oriented category of organizational behaviour is formed from causal, contextual and intervening factors, and through strategies such as brand-oriented development of human resources, brand-oriented management of internal communications and brand-oriented management of performance in the organization, it leads to the creation of consequences such as increasing brand-oriented behaviours. Promote the brand and improve the performance of the organization.

According to the obtained results, it can be acknowledged that internal branding, through the coordination of human resources within the organization with its brand goals and perspectives, has a significant impact on the attitudinal and behavioural aspects of employees towards the company's brand and as a result, the emergence of brand-oriented behaviours in line with It strengthens the brand and the performance of the organization.