Testing the model of the effect of brand orientation and intra-functional communication on brand-making behaviors of employees of the Ministry of Sports and Youth of the Islamic Republic of Iran

The overall purpose of the present study was to testing the model of the effect of brand orientation and intra-functional communication on brand-making behaviors of employees of the Ministry of Sports and Youth of the Islamic Republic of Iran. The present study is a descriptive correlational one based on structural equation modeling. The statistical population of the study consisted of all employees of the Ministry of Youth and Sports (890 persons). The statistical sample was selected based on Cochran formula of 268 persons using simple random sampling. In this study, The study used the Oing et al. (2005) brand interrogation questionnaire, the Dutch-colleagues intra-functional communication questionnaire (2012), and the Mohart et al. (2009) brand-building behavior questionnaire. The results of structural equation modeling showed that brand orientation has a significant positive effect on internal brand-making behaviors. Also, the impact of brand orientation on communication within a positive function was significant. In addition, intra-functional communication has a significant positive effect on internal branding behaviors. Therefore, it is suggested that the managers of the Ministry of Sports and Youth implement training and in-service programs as internal branding mechanisms in this organization.