Investigating the influence of internal branding on brand performance: Evidence from Iran banking industry

Internal branding is one of the newest and most strategic concepts in the realm of management and marketing. Key role of this concept in boosting business performance has made both scholars and practitioners to perform several field researchers to identify and measure the real effect of this newly introduced concept. The purpose of this study is to see how this concept can influence brand performance of Mellat bank of Iran by used of developed model in this field. The sample of this study was 312 of Mellat employees and managers in Tehran. Results showed that internal branding has direct positive effect on brand identification, brand commitment and brand loyalty. Moreover, results support the effect of these three variables on brand performance. Managerial implications and directions for future studies have been discussed at the last section of this study.