Effect of employee branding on market share based on individual and organizational values (Studied in: Mellat Bank)

Document Type: Research Paper


1 College of Farabi, University of Tehran, Qom, Iran

2 Faculty of Humanities, Qom Branch, Islamic Azad University, Qom, Iran


In service industries, companies increasingly need to rely on the performance of their service employees to become and stay truly competitive. Despite this viewpoint, most administrators do not believe that they can make competitive advantage in their organizations through employees. Therefore, the present paper aims to study the effect of employee branding on market share based on individual and organizational values. In the present study, employee branding model was applied to banking industry. The statistical population of this paper includes the employees of Mellat Bank in Tehran. Clustering was used as a sampling method for selecting employees. The instrument for data collection was questionnaire. Totally, 410 filled questionnaires were returned. To analyze the data, Partial Least Square (PLS) was applied. The outcomes of Partial Least Square verified the fitness of the model in the studied population. In addition, the results of method analysis indicated that employee branding has a significant influence on market share.


Main Subjects

Article Title [Persian]

تأثیر برندسازی کارکنان بر سهم بازار بر مبنای ارزش‌های فردی و سازمانی (مورد مطالعه: بانک ملت)

Authors [Persian]

  • علی حمیدی زاده 1
  • رسول ثانوی فرد 2
1 دانشکده مدیریت و حسابداری،پردیس فارابی دانشگاه تهران، قم، ایران
2 دانشکده علوم انسانی، دانشگاه آزاد اسلامی واحد قم، ، قم، ایران
Abstract [Persian]

در صنایع خدماتی، شرکت‌ها به‌طور فزاینده‌ای برای باقی‌ماندن در رقابت، نیازمند تکیه بر عملکرد کارکنان خدمات‌اند. علی‌رغم این دیدگاه، بسیاری از مدیران بر این باور نیستند که می‌توانند در سازمانشان مزیت رقابتی را توسط کارکنان فراهم کنند. بنابراین، هدف تحقیق حاضر مطالعه تأثیر برندسازی کارکنان بر سهم بازار بر مبنای ارزش‌های فردی و سازمانی است. در مطالعة حاضر، مدل برندسازی کارکنان برای صنعت بانکداری به‌کار برده شد. جامعة آماری این تحقیق شامل کارکنان بانک ملت در شهر تهران است. برای انتخاب کارکنان، روش نمونه‌گیری خوشه‌ای استفاده شد. ابزار جمع‌آوری اطلاعات پرسشنامه بود. در مجموع، 410 پرسشنامة پرشده برگشت داده شد. برای تجزیه‌وتحلیل داده، از حداقل مربعات جزئی استفاده شد. نتایج حداقل مربعات جزئی برازش مدل در جامعة مورد مطالعه را تأیید کرد. علاوه‌بر این، نتایج حاصل از تجزیه‌وتحلیل نشان داد که برندسازی کارکنان تأثیر معناداری بر سهم بازار دارد. 

Keywords [Persian]

  • ارزش‌های سازمانی
  • ارزش‌های فردی
  • برندسازی کارکنان
  • سهم بازار
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