Improving employee supportive behavior: An analysis of the role of internal branding

Understanding supportive behavior is the key to success in the service industry, support in practice is real behavior and behavioral intention given that there are two positive relationships. The present study seeks to investigate the effect of internal branding on the supportive behavior of employees in the branches of the Agricultural Bank of East Azerbaijan Province. The present research is an applied and descriptive-survey method. Data collection tools were standard questionnaires of internal branding of Garas et al. Model (2018) and role clarity based on Kinks (2010) questionnaire, emotional commitment model of Alan Meyer et al. (1993), brand supportive behaviors of employees (brand citizenship behavior) of Gross model. Et al. (2018). The statistical population of the present study is the employees of the Agricultural Bank of East Azerbaijan Province. SPSS and PLS software were used to test the research hypotheses from structural equations. The results show that internal branding has an effect on the supportive behavior of employees in the Agricultural Bank of East Azerbaijan Province; Also role clarity; Mediates the effect of internal branding on the supportive behavior of employees in the Agricultural Bank of East Azerbaijan Province. Also, emotional commitment and continuous commitment play the role of mediator in the effect of internal branding on the supportive behavior of employees in the Agricultural Bank of East Azerbaijan Province.