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 customer's 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 theinsurance 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 adirect effect on the competency, commitment and satisfactory. Subsequently, it is admissible that the three mentioned factors have adirect effect on reputation.

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