Sara Bouzhmehrani; Masoumeh Kalatehseifari; Hossein Akbari yazdi
Volume 4, Issue 1 , March 2017, , Pages 79-86
Abstract
The purpose of this study was to predict the loyalty of employees of N.O.P.A through brand image .The research was applied and method was descriptive that was carried through correlation analysis. The statistical population was all employees and managers of NOPA (60 p) and samples was equal with population. ...
Read More
The purpose of this study was to predict the loyalty of employees of N.O.P.A through brand image .The research was applied and method was descriptive that was carried through correlation analysis. The statistical population was all employees and managers of NOPA (60 p) and samples was equal with population. Finally 49 questionnaires have been completed and analyzed. For data gathering we used the brand image questionnaire (bruner & stacklin,2008) and the employee’s loyalty questionnaire (Hosseini et al, 2011). Because of abnormal data distribution of one variable, the Spearman Correlation test has been used. The results showed that there is positive and significant correlation between Brand Image and employee’s loyalty. The results of linear regression showed that Brand Image could predict 48% of employee’s loyalty variance. In regard of these findings we can suggest to the NOPA managers that first that all recognize their brand aspects well and then present them to employees and try to plan the organization’s performance in line with their brand characters.
