Internal branding in Agriculture Bank of Iran: an application of Rusbult's investment model

This paper seeks to theoretically identify the effective factors on employees' brand loyalty in the case of Agriculture Bank of Iran (ABI), based on the Rusbult's investment model. The data was gathered from 200 employees of ABI branches in Tehran city. Cluster sampling via a 29-items questionnaire was employed. Structural equation modelling was used for testing the model. Findings revealed that employees' job satisfaction and employees' investments have a positive effect on the employees' attitudinal brand loyalty. The quality of alternatives demonstrated a negative effect on the employees' attitudinal brand loyalty. Findings also suggested that employees' attitudinal brand loyalty affects employees' behavioural brand loyalty positively. Rusbult's investment model is a new applicable tool for assessing internal branding in a service setting. This paper applied the model for the first time in a banking context.