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Explaining the effect of internal marketing on the performance of organization green marketing with the mediating role of resource commitment and internal branding

Volume: 83  ,  Issue: 1 , August    Published Date: 24 August 2021
Publisher Name: IJRP
Views: 57  ,  Download: 24 , Pages: 92 - 102    
DOI: 10.47119/IJRP100831820212184

Authors

# Author Name
1 Kimia Parang
2 Mehdi Eftekharian

Abstract

Human capital is one of the vital factors for gaining competitive advantage and creating sustainable value in today's organizations. In the hotel industry, as one of the service industries, this issue is more important. Therefore, the present study was performed to examine the effect of internal marketing on the performance of organization green marketing with the mediating role of resource commitment and internal branding. The research statistical population includes employees of Shiraz metropolitan hotels, from which a sample of 237 people was selected using the Cochran's formula and considering the huge size of the research community. In this study, Vast standard questionnaires was used to collect data, the reliability of which was calculated using Cronbach's alpha coefficient. Also, data analysis was performed using structural equation method. Based on the findings of this study, internal marketing has a direct effect on the performance of green marketing in the organization. In addition, as the results of path analysis show, internal marketing has an indirect effect on the green performance of marketing through resource commitment and internal branding.