Effective Factors on Food Companies Brand Equity: Evidence from Iran Food Industry

Abstract

Brand equity is one of the most cited concepts in marketing literature and internal brand equity is one of the newest derived factors of this concept in internal environment of firms. The aim of this study is to provide insights into how job satisfaction, internal marketing and brand orientation shape employees internal brand equity. Empirical data were collected by a questionnaire distributed to food and pharmaceutical firms. The empirical results indicated that while brand orientation and internal marketing were found to have impact on internal brand equity, job satisfaction has no effect on internal brand equity. Additionally, it was observed that job satisfaction and internal marketing has direct and positive impact on brand orientation and therefore indirect and positive impact on internal brand equity through brand orientation. Results of this study can help organizations to improve their financial performance through more awareness of the determinants of internal brand equity.

Keywords: Food industry, internal brand equity, Brand orientation, Internal marketing, Job satisfaction