Investigating the effect of brand on cultural value

Recently, several companies have discovered that gaining success in marketing activities and developing a brand image in their customer's minds is not just possible by targeting external customers. Internal marketing and branding can be one of the competitive benefits of companies in gaining customer satisfaction. Internal marketing and internal branding both pay special attention to the cultural values of employees and try to fulfill the promises that organizations make to customers through employees and attract more customers to the organization. Using questionnaire tools the present study is applied in terms of purpose and descriptive-analytical in terms of method. The statistical population of the research is the employees of the organization. The number of sample people was calculated according to Cochran's formula with 95% confidence level equal to 100 people. The validity of the questions of questionnaire was confirmed by several professors and experts and the stability of the questionnaire was calculated using 0.91 Cronbach's alpha test. The research model consisted of six hypotheses was tested with the help of structural equation model using Warp PLS software. Based on the findings, cultural values have an indirect effect on brand performance, not a direct effect.