تعیین ابعاد کاربردی و سمبلیک (نمادین) برند و بررسی تاثیر آن در رفتار شهروندی برند کارکنان با در نظر گرفتن نقش میانجی اعتماد به برند (مورد مطالعه: کارکنان بیمه ایران شهر ایلام)

Objective: The purpose of study is to investigate the role of functional and symbolic brands on brand citizenship behaviors of employees with mediating role of brand trust in the Iran insurance company. Method: The study population are Iran insurance company and its agents in Ilam city. The census method was used and ۲۱۹ persons were recuited using the simple random sampling method. A questionnaire was used for data collection and measuring the research variables. Data was analyzed using the structural equation analysis method in Amos software. Finding: The result shows that the functional and symbolic brands are effective on brand citizenship behaviors of employees with mediating role of brand trust in Iran insurance. Furthermore, the impact of functional and symbolic brands on brand trust variable and brand trust on brand citizenship behaviors of employees were significant and meaningful.   Conclusion: The results show the confirmation of the hypotheses and research goals. Organization managers should pay more attention to branding and service brand design, as well as functionality and emotional characteristics to have the customer's expected excitement. ClassificationJEL: M۳۹

Keywords:

برند کاربردی , برند نمادین , اعتماد به برند , رفتار شهروندی برند , بیمه ایران