تاثیر برندسازی داخلی بر رفتار ضد شهروندی سازمانی با نقش واسطه‌ای تناسب فرد با سازمان
محورهای موضوعی : مدیریت بازرگانیاحمد کاظمی گرجی 1 , اکرم هادیزاده 2 , محمد حمیدیان 3 , سجاد مزارعی 4
1 - دانشجوی دکتری گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه شهیدبهشتی تهران،
2 - دانشیارگروه مدیریت دولتی،دانشکده مدیریت و حسابداری، دانشگاه شهید بهشتی، تهران، ایران
3 - دانش آموخته گروه مدیریت دولتی، دانشگاه شهید بهشتی،تهران،ایران
4 - دانشجوی دکتری گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه شهید بهشتی، تهران، ایران
کلید واژه: برند سازی داخلی, تناسب فرد و سازمان, رفتار ضد شهروندی سازمانی,
چکیده مقاله :
یکی از معضلات سازمان‌های امروزی در خصوص سرمایه‌های انسانی بروز رفتارهایی همچون کم‌کاری، پرخاشگری، قلدری، لجبازی، ارعاب و کینه‌توزی است. این رفتارها هم بر عملکرد سازمان‌ها و هم بر روابط افراد و روحیه همکاری کارکنان تأثیر می‌گذارند. شرکت‌های موفق، از برندسازی داخلی به‌منظور کاهش میزان بروز این دسته از رفتارها استفاده می‌کنند که میزان موفقیت آن‌ها در این زمینه تا حدود زیادی تحت تأثیر میزان تناسب افراد با سازمان قرار دارد. پژوهش حاضر باهدف ارزیابی تأثیر برندسازی داخلی بر رفتار ضدشهروندی سازمانی با نقش واسطه‌ای تناسب فرد با سازمان در بین کارکنان کارخانه بهپاک شهرستان بهشهر صورت گرفته است. نمونه پژوهش حاضر را 140 نفر از کارکنان این مجموعه تشکیل می‌دهند که به‌صورت نمونه‌گیری تصادفی ساده انتخاب‌شده‌اند. ابزار گردآوری داده ها در پژوهش حاضر پرسش نامه بوده است و تجزیه‌وتحلیل داده‌ها به وسیله نرم افزار spss و SmartPLS و به روش معادلات ساختاری انجام شده است. نتایج پژوهش حاکی از آن است که با توجه به فرضیه اول، برندسازی داخلی با ضریب 0.25 بر تناسب فرد با سازمان تاثیر مثبت و معنادار دارد. همچنین برندسازی داخلی و تناسب فرد با سازمان با ضرایب 0.48- و 0.25- بر روی رفتار ضدشهروندی تاثیر معکوس و معناداری دارد که فرضیه های دوم و سوم را تایید می کند. در نهایت بر اساس فرضیه چهارم، تناسب فرد با سازمان نقش میانجی را در رابطه میان برندسازی داخلی و رفتار ضدشهروندی با ضریب 0.35- ایفا می‌کند.
One of the ubiquitous problems in modern organizations are suffering from in the realm of human capital concerns lethargy, hypothyroidism, aggression, bullying, obstinacy, intimidation and implacability which can deteriorate organizational performance, interpersonal relations and employees’ cooperativeness. Successful companies employ internal branding in order to reduce such undesirable behaviors and what determines their success rate is the extent of Person-Organization Fit. Hence, the current study was undertaken at Behpak Factory in Behshahr, Iran, to examine the impact of internal branding on the employees’ anti-citizenship organizational behavior with respect to the mediating role of Person-Organization Fit. The research sample comprised 140 employees at Behpak Factory who were randomly selected to completer the research questionnaire comprising multidimensional measures of internal branding, Person-Organization Fit and anti-citizenship organizational behavior. The collected data were analyzed via SPSS, PLS and Structural Equation Modelling (SEM). With regard to the first research hypothesis, the results of the analyses verified the significant positive effect of internal branding on the Person-Organization Fit (-.25), and the significant negative effect of internal branding together with Person-Organization Fit (-.48, -.25) on anti-citizenship organizational behavior, confirming the second and the third research hypotheses. Finally, Person-Organization Fit was found to mediate the relationship between internal branding and anti-citizenship organizational behavior, confirming the fourth research hypothesis.
Asha, C. S., & Jyothi, P. (2013). Internal Branding: Exploring the Employee’s Perspective, Journal of Economic Development, Management, IT, Finance and Marketing, 3(2), 1-27.
Barnes, J.G. (2003). Establishing meaningful customer relationships: Why some companies and brands mean more to their customers. Managing Service Quality, 13(3), 178–186.
Barney, J. B. (1986). Organizational culture: Can it be a source of sustained competitive advantage? Academy of Management Review, 11(3), 656-665.
Blackett, T., & Harrison, T. (2001). Brand medicine: Use and future potential of branding in pharmaceutical markets. International Journal of Medical Marketing, 2(1), 33–49.
Borden, R. (2010). American Eagle outfitters creates a branded intranet that unites its associates. Global Business and Organizational Excellence, 29(2), 40–46.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300.
Cable, D. M., & Judge, T. A. (1996). Person-organization fit, job choice decisions, and organizational entry. Organizational Behavior & Human Decision Processes, 67, 294–311.
Cable, D. M., & Parsons, C. R. (2001). Person organization fit, job choice decisions, and organizational entry. Organizational Behavior and HumanDecision Processes, 54, 1–23.
De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. Service Industries Journal, 26(8), 819–836.
Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78-91.
Gholipour, A. & Pourezzat, A. (2009). Consequences of a sense of organizational injustice, Second impression, 5(8), 32-51[In Persian].
Gholipour, A., Pourezzat, A. & Saedinezhad, M. (2008) . Antecednts of anti citizenship behaviors in organizations, Iranian journal of management sciences, 2(8), 1-29 [In Persian].
Greenidge, D., Devonish, D., & Alleyne, P. (2014). The relationship between ability-based emotional intelligence and contextual performance and counterproductive work behaviors: A test of the mediating effects of job satisfaction. Human Performance, 27(3), 225-242.
Heinonen, Kristina, (2014), multiple perspectives on customer relationships, International Journal of Bank Marketing, 32(6), 450 – 456.
Helmi, S. (2016). Evaluation of the relationship between employees EQ and factors of anti-citizenship organizational behavior. International Journal of Humanities and Cultural Studies (IJHCS)ISSN 2356-5926, 1(1), 60-76.
Herington, C., Johnson, L. W., & Scott, D. (2006). Internal relationships: Linking practitioner literature and relationship marketing theory. European Business Review, 18(5), 364–381.
Jansen, K. J., & Kristof-Brown, A. (2006). Toward a multidimensional theory of person environment fit. Journal of Managerial Issues, 18, 193–212.
Jelinek,R.; Ahearn,M.(2006). The ABC′s of ACB: Unveiling a clear and present danger in the sales force, Industrial Marketing Management, 35, 457 – 467.
Kim, T. Y., Aryee, S., Loi, R., & Kim, S. P. (2013). Person–organization fit and employee outcomes: test of a social exchange model. The International Journal of Human Resource Management, 24(19), 3719-3737.
KO, J., & Hur, S. (2014). The impacts of employee benefits, procedural justice, and managerial trustworthiness on work attitudes: Integrated understanding based on social exchange theory. Public Administration Review, 74(2), 176-187.
Kristof-Brown, A. L., Zimmerman, R. D., & Johnson, E. C. (2005). Consequences of individuals’ fit at work: A metaanalysis of person-job, person-organization, person-group, and person-supervisor fit. Personnel Psychology, 58, 281-342.
Matanda, M. J., & Ndubisi, N.O.(2013). Internal marketing, internal branding, and organizational outcomes: The moderating role of perceived goal congruence, Journal of Marketing Management, 29(9-10), 1030-1055.
McQuiston, D.H.(2004). Successful branding of a commodity product: The case of RAEX LASER Steel. Industrial Marketing Management, 33(4), 345.
Miles, S. J. & Mangold, G. (2004). A Conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 65-87.
Mostafa, A. M. S., & Gould-Williams, J. S. (2014). Testing the mediation effect of person–organization fit on the relationship between high performance HR practices and employee outcomes in the Egyptian public sector. The International Journal of Human Resource Management, 25(2), 276-292.
Özçelik, G., & Fındıklı, M.A.(2014). The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-Organization Fit. Procedia-Social and Behavioral Sciences, 150, 1120-1128.
Pearce, C. L. & Giacalone, R.A.(2003). Teams Behaving Badly: Factors Associated with Anti-Citizenship Behavior in Teams, Journal of Applied Social Psychology, 33(1), 58-75.
Preez, R., & Bendixen, M.T.(2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78-91.
Swarayi, S. (2013). The employee perspective of internal branding processes: A quantitative study (Doctoral dissertation,Minne-apolis: Capella University).
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journals of Brand Management, 15(1), 57–70.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537.
Seguchi, T. & Huber, V. (2011), The use of person-organization fit and person-job fit information in making selection decisions, Organizational Behaviour and Human Decision Processes 116, 203-216.
Tosti, D. T., & Stotz, R. D. (2001). Brand: Building your brand from the inside out. Marketing Management, 10(2), 28–33.
Tuna, M., Ghazzawi, I., Yesiltas, M., Tuna, A. A., & Arslan, S. (2016). The effects of the perceived external prestige of the organization on employee deviant workplace behavior: The mediating role of job satisfaction. International Journal of Contemporary Hospitality Management, 28(2), 366-396.
Van Vianen, A., Shen, C., & Chuang, A. (2011). Person-organization and person-supervisor fits: Employee commitments in China context. Journal of Organizational Behavior, 32, 906 926.
Vomberg, A., Homburg, C., & Bornemann, T. (2015). Talented people and strong brands: The contribution of human capital and brand equity to firm value. Strategic Management Journal, 36(13), 2122-2131.
Wei, Y-C. (2012). Person-Organization Fit and Organizational Citizenship Behavior: Time Perspective, Journal of Management and Organization, 18(6), 833-844.
Yu, K.Y.T.(2014),Person–organization fit effects on organizational attraction: A test of an expectations-based model. Organizational Behavior and Human Decision Processes, 124(1), 75-94.
Yu, K.Y.T.(2014),Person–organization fit effects on organizational attraction: A test of an expectations-based model. Organizational Behavior and Human Decision Processes, 124(1), 75-94.
_||_Asha, C. S., & Jyothi, P. (2013). Internal Branding: Exploring the Employee’s Perspective, Journal of Economic Development, Management, IT, Finance and Marketing, 3(2), 1-27.
Barnes, J.G. (2003). Establishing meaningful customer relationships: Why some companies and brands mean more to their customers. Managing Service Quality, 13(3), 178–186.
Barney, J. B. (1986). Organizational culture: Can it be a source of sustained competitive advantage? Academy of Management Review, 11(3), 656-665.
Blackett, T., & Harrison, T. (2001). Brand medicine: Use and future potential of branding in pharmaceutical markets. International Journal of Medical Marketing, 2(1), 33–49.
Borden, R. (2010). American Eagle outfitters creates a branded intranet that unites its associates. Global Business and Organizational Excellence, 29(2), 40–46.
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300.
Cable, D. M., & Judge, T. A. (1996). Person-organization fit, job choice decisions, and organizational entry. Organizational Behavior & Human Decision Processes, 67, 294–311.
Cable, D. M., & Parsons, C. R. (2001). Person organization fit, job choice decisions, and organizational entry. Organizational Behavior and HumanDecision Processes, 54, 1–23.
De Chernatony, L., Cottam, S., & Segal-Horn, S. (2006). Communicating services brands’ values internally and externally. Service Industries Journal, 26(8), 819–836.
Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78-91.
Gholipour, A. & Pourezzat, A. (2009). Consequences of a sense of organizational injustice, Second impression, 5(8), 32-51[In Persian].
Gholipour, A., Pourezzat, A. & Saedinezhad, M. (2008) . Antecednts of anti citizenship behaviors in organizations, Iranian journal of management sciences, 2(8), 1-29 [In Persian].
Greenidge, D., Devonish, D., & Alleyne, P. (2014). The relationship between ability-based emotional intelligence and contextual performance and counterproductive work behaviors: A test of the mediating effects of job satisfaction. Human Performance, 27(3), 225-242.
Heinonen, Kristina, (2014), multiple perspectives on customer relationships, International Journal of Bank Marketing, 32(6), 450 – 456.
Helmi, S. (2016). Evaluation of the relationship between employees EQ and factors of anti-citizenship organizational behavior. International Journal of Humanities and Cultural Studies (IJHCS)ISSN 2356-5926, 1(1), 60-76.
Herington, C., Johnson, L. W., & Scott, D. (2006). Internal relationships: Linking practitioner literature and relationship marketing theory. European Business Review, 18(5), 364–381.
Jansen, K. J., & Kristof-Brown, A. (2006). Toward a multidimensional theory of person environment fit. Journal of Managerial Issues, 18, 193–212.
Jelinek,R.; Ahearn,M.(2006). The ABC′s of ACB: Unveiling a clear and present danger in the sales force, Industrial Marketing Management, 35, 457 – 467.
Kim, T. Y., Aryee, S., Loi, R., & Kim, S. P. (2013). Person–organization fit and employee outcomes: test of a social exchange model. The International Journal of Human Resource Management, 24(19), 3719-3737.
KO, J., & Hur, S. (2014). The impacts of employee benefits, procedural justice, and managerial trustworthiness on work attitudes: Integrated understanding based on social exchange theory. Public Administration Review, 74(2), 176-187.
Kristof-Brown, A. L., Zimmerman, R. D., & Johnson, E. C. (2005). Consequences of individuals’ fit at work: A metaanalysis of person-job, person-organization, person-group, and person-supervisor fit. Personnel Psychology, 58, 281-342.
Matanda, M. J., & Ndubisi, N.O.(2013). Internal marketing, internal branding, and organizational outcomes: The moderating role of perceived goal congruence, Journal of Marketing Management, 29(9-10), 1030-1055.
McQuiston, D.H.(2004). Successful branding of a commodity product: The case of RAEX LASER Steel. Industrial Marketing Management, 33(4), 345.
Miles, S. J. & Mangold, G. (2004). A Conceptualization of the Employee Branding Process, Journal of Relationship Marketing, 3 (2/3), 65-87.
Mostafa, A. M. S., & Gould-Williams, J. S. (2014). Testing the mediation effect of person–organization fit on the relationship between high performance HR practices and employee outcomes in the Egyptian public sector. The International Journal of Human Resource Management, 25(2), 276-292.
Özçelik, G., & Fındıklı, M.A.(2014). The Relationship between Internal Branding and Organizational Citizenship Behaviour: The Mediating Role of Person-Organization Fit. Procedia-Social and Behavioral Sciences, 150, 1120-1128.
Pearce, C. L. & Giacalone, R.A.(2003). Teams Behaving Badly: Factors Associated with Anti-Citizenship Behavior in Teams, Journal of Applied Social Psychology, 33(1), 58-75.
Preez, R., & Bendixen, M.T.(2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78-91.
Swarayi, S. (2013). The employee perspective of internal branding processes: A quantitative study (Doctoral dissertation,Minne-apolis: Capella University).
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journals of Brand Management, 15(1), 57–70.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537.
Seguchi, T. & Huber, V. (2011), The use of person-organization fit and person-job fit information in making selection decisions, Organizational Behaviour and Human Decision Processes 116, 203-216.
Tosti, D. T., & Stotz, R. D. (2001). Brand: Building your brand from the inside out. Marketing Management, 10(2), 28–33.
Tuna, M., Ghazzawi, I., Yesiltas, M., Tuna, A. A., & Arslan, S. (2016). The effects of the perceived external prestige of the organization on employee deviant workplace behavior: The mediating role of job satisfaction. International Journal of Contemporary Hospitality Management, 28(2), 366-396.
Van Vianen, A., Shen, C., & Chuang, A. (2011). Person-organization and person-supervisor fits: Employee commitments in China context. Journal of Organizational Behavior, 32, 906 926.
Vomberg, A., Homburg, C., & Bornemann, T. (2015). Talented people and strong brands: The contribution of human capital and brand equity to firm value. Strategic Management Journal, 36(13), 2122-2131.
Wei, Y-C. (2012). Person-Organization Fit and Organizational Citizenship Behavior: Time Perspective, Journal of Management and Organization, 18(6), 833-844.
Yu, K.Y.T.(2014),Person–organization fit effects on organizational attraction: A test of an expectations-based model. Organizational Behavior and Human Decision Processes, 124(1), 75-94.
Yu, K.Y.T.(2014),Person–organization fit effects on organizational attraction: A test of an expectations-based model. Organizational Behavior and Human Decision Processes, 124(1), 75-94.