The Impact of Brand Image on Employee Loyalty

Subject Areas : مدیریت

Mirza Hassan Hosseini ¹ (Payam Nour University, Central Tehran Branch, Tehran, Iran)
Vahid Reza Halvaeiha ² (Payam Nour University, Central Tehran Branch, Tehran, Iran)
Saeed Ramazani ³ (MBA, Payam Nour University, Central Tehran Branch, Tehran, Iran)

Received: 2010-06-10 Accepted : 2010-08-17 Published : 2010-10-23

Keywords: brand, Brand Image, Employee Satisfaction, Employee Loyalty,

Abstract :

Currently, the decrease of loyalty among the companies’ employees has posed a complex problem to the managers and they seek helplessly to find a permanent way to settle the problem. Nevertheless, these companies have some useful advantages that can help them to achieve this goal. One such advantage is their brand image. In this study, attempts were made to examine the impact of brand image on employee loyalty. To this end, a survey was done on 160 employees of the three companies in food industry. The test of conceptual model shows the indirect relationship between brand image and employee loyalty. In fact, we found no reason to contradict the direct relationship between brand image and employee satisfaction and between employee satisfaction and employee loyalty. Further, we found no direct relationship between brand image and employee loyalty. In other words, the results indicate that brand image increases the employee satisfaction and the employee satisfaction, in turn, has a positive effect on employee loyalty.