بررسي تاثير برندينگ داخلي بر رفتار شهروندي سازماني

Survey on the effect of internal branding on organizational citizenship behavior

ﭘﮋوﻫﺶ ﺣﺎﺿﺮ ﺑﻪ ﺑﺮرﺳﯽ ﺗﺄﺛﯿﺮ ﺑﺮﻧﺪﯾﻨﮓ داﺧﻠﯽ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺳﺎزﻣﺎﻧﯽ ﺑﺎ ﺗﻮﺟﻪ ﺑﻪ ﻧﻘﺶ ﻣﯿﺎﻧﺠﯽ ﻫﻮﯾﺖﯾﺎﺑﯽ ﺳﺎزﻣﺎﻧﯽ و دﻟﺒﺴﺘﮕﯽ ﺷﻐﻠﯽ در اﺳﺘﺎرﺗﺎپ ﻫﺎ در اﯾﺮان ﭘﺮداﺧﺘﻪ اﺳﺖ. ﺟﺎﻣﻌﻪ ﻫﺪف ﭘﮋوﻫﺶ ﺗﻮﺻﯿﻔﯽ-ﭘﯿﻤﺎﯾﺸﯽ، ﺷﺎﻣﻞ 460 ﻧﻔﺮ از ﮐﺎرﮐﻨﺎن ﺷﺮﮐﺖﻫﺎي اﯾﻨﺘﺮﻧﺘﯽ ﻧﻮﭘﺎ در اﯾﺮان اﺳﺖ و ﺗﻌﺪاد ﺣﺠﻢ ﻧﻤﻮﻧﻪ 210 ﻧﻔﺮ در ﻧﻈﺮ ﮔﺮﻓﺘﻪ ﺷﺪ. روش ﻧﻤﻮﻧﻪﮔﯿﺮي ﻣﻮرد اﺳﺘﻔﺎده، ﺗﺼﺎدﻓﯽ ﺳﺎده اﺳﺖ و ﺟﻬﺖ ﺟﻤﻊآوري دادهﻫﺎ از ﭘﺮﺳﺸﻨﺎﻣﻪﻫﺎي اﺳﺘﺎﻧﺪارد اﺳﺘﻔﺎده ﺷﺪه اﺳﺖ. ﺗﺤﻠﯿﻞ دادهﻫﺎ ﺑﺎ اﺳﺘﻔﺎده از ﻣﺪلﺳﺎزي ﻣﻌﺎدﻻت ﺳﺎﺧﺘﺎري ﺑﺎ روﯾﮑﺮد ﺣﺪاﻗﻞ ﻣﺮﺑﻌﺎت ﺟﺰﺋﯽ و ﻫﻤﭽﻨﯿﻦ اﺳﺘﻔﺎده از ﻧﺮماﻓﺰار SMART PLS2 اﻧﺠﺎم ﺷﺪه اﺳﺖ. ﻣﻄﺎﺑﻖ ﻧﺘﺎﯾﺞ ﭘﮋوﻫﺶ در ﺣﺎﻟﺖ ﮐﻠﯽ ﺑﺮﻧﺪﯾﻨﮓ داﺧﻠﯽ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺳﺎزﻣﺎﻧﯽ ﺗﺄﺛﯿﺮ ﻣﻌﻨﺎداري داﺷﺘﻪ اﺳﺖ. ﻫﻤﭽﻨﯿﻦ ارﺗﺒﺎﻃﺎت ﺑﺮﻧﺪ داﺧﻠﯽ و رﻫﺒﺮي ﺗﺤﻮلآﻓﺮﯾﻦ ﻣﻨﺠﺮ ﺑﻪ ﻫﻮﯾﺖﯾﺎﺑﯽ ﺳﺎزﻣﺎﻧﯽ ﺷﺪه و رﻫﺒﺮي ﺗﺤﻮل آﻓﺮﯾﻦ ﻣﻨﺠﺮ ﺑﻪ دﻟﺒﺴﺘﮕﯽ ﺷﻐﻠﯽ ﺷﺪه اﺳﺖ. ﻫﻮﯾﺖﯾﺎﺑﯽ ﺳﺎزﻣﺎﻧﯽ ﻧﯿﺰ ﺑﺮ دﻟﺒﺴﺘﮕﯽ ﺷﻐﻠﯽ ﺗﺄﺛﯿﺮﮔﺬار اﺳﺖ. از ﻃﺮﻓﯽ ﻫﻮﯾﺖﯾﺎﺑﯽ ﺳﺎزﻣﺎﻧﯽ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺳﺎزﻣﺎﻧﯽ ﻧﺴﺒﺖ ﺑﻪ ﻣﺸﺘﺮﯾﺎن و دﻟﺒﺴﺘﮕﯽ ﺷﻐﻠﯽ ﻧﯿﺰ ﺑﺮ رﻓﺘﺎر ﺷﻬﺮوﻧﺪي ﺳﺎزﻣﺎﻧﯽ ﻧﺴﺒﺖ ﺑﻪ ﻣﺸﺘﺮﯾﺎن و ﺳﺎزﻣﺎن ﺗﺄﺛﯿﺮﮔﺬار ﺑﻮده اﺳﺖ.

The present paper investigates the effect of internal branding on organizational citizenship behavior with respect to the mediating role of organizational identity and job attachment in Iran’s startups. The population of the descriptive-survey study included 460 employees of start-up Internet companies in Iran and the sample size was 210 people. The sampling method used is simple random and standard questionnaires were used to collect data. Data analysis performed by using structural equation modeling with partial least squares approach and also using SMART PLS2 software. According to the research results, internal branding has a significant effect on organizational citizenship behavior. In addition, internal brand communication and transformational leadership has led to organizational identification and transformational leadership has led to job attachment. Organizational identification also affects job attachment. On the other hand, organizational identification has affected the organizational citizenship behavior towards customers and job attachment has affected the organizational citizenship behavior towards customers and the organization.