Abstract
Internal branding is a novel strategy focuses on brand equity
to ensure that the staff aim at improving
the organizational reputation. Since the
staffs are able to considerably effect the customers
purchase behavior, they have a key role in establishing the reputation. In this
regard, human resource branding can improve the competitive aspects of
organizations. Inspiring of this fact, the current research concentrates on the insurance industry and addresses to identifying
the important factors in human resource branding and its effects on reputation/brand
in the mentioned area. For this aim, data are gathered from different Insurance
branches in Alborz province and model confirmation is conducted based on the
structural equations modeling and confirmatory factor analysis. After model
confirmation, the experiments affirm that the human resource process has a direct effect on the competency, commitment and
satisfactory. Subsequently, it is admissible that the three mentioned factors
have a direct effect on reputation.
)