Title: Internal branding in Agriculture Bank of Iran: an application of Rusbult's investment model

Authors: Shahriar Azizi; Masoud Javidani

Addresses: Department of Business Administration, Faculty of Management and Accounting, Shahid Beheshti University, P.O. Box 198396113, Evin, Tehran, Iran ' Department of Business Administration, Islamic Azad University, Qom Branch, P.O. Box 3749113191, Pardisan, Qom, Iran

Abstract: This paper seeks to theoretically identify the effective factors on employees' brand loyalty in the case of Agriculture Bank of Iran (ABI), based on the Rusbult's investment model. The data was gathered from 200 employees of ABI branches in Tehran city. Cluster sampling via a 29-items questionnaire was employed. Structural equation modelling was used for testing the model. Findings revealed that employees' job satisfaction and employees' investments have a positive effect on the employees' attitudinal brand loyalty. The quality of alternatives demonstrated a negative effect on the employees' attitudinal brand loyalty. Findings also suggested that employees' attitudinal brand loyalty affects employees' behavioural brand loyalty positively. Rusbult's investment model is a new applicable tool for assessing internal branding in a service setting. This paper applied the model for the first time in a banking context.

Keywords: brand loyalty; job satisfaction; quality of alternatives; Rusbult; investment models; internal branding; employee loyalty; Agriculture Bank of Iran; banking industry; structural equation modelling; SEM; employee investments; employee attitudes.

DOI: 10.1504/IJFSM.2015.066571

International Journal of Financial Services Management, 2015 Vol.8 No.1, pp.83 - 97

Received: 24 Sep 2013
Accepted: 21 Aug 2014
Published online: 24 Dec 2014 *

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