The Impact of Internal Branding on Anti-Citizenship Behavior: The Mediating Role of Person-Organization Fit

One of the ubiquitous problems in modern organizations are suffering from in the realm of human capital concerns lethargy, hypothyroidism, aggression, bullying, obstinacy, intimidation and implacability which can deteriorate organizational performance, interpersonal relations and employees’ cooperativeness. Successful companies employ internal branding in order to reduce such undesirable behaviors and what determines their success rate is the extent of Person-Organization Fit. Hence, the current study was undertaken at Behpak Factory in Behshahr, Iran, to examine the impact of internal branding on the employees’ anti-citizenship organizational behavior with respect to the mediating role of Person-Organization Fit. The research sample comprised 140 employees at Behpak Factory who were randomly selected to completer the research questionnaire comprising multidimensional measures of internal branding, Person-Organization Fit and anti-citizenship organizational behavior. The collected data were analyzed via SPSS, PLS and Structural Equation Modelling (SEM). With regard to the first research hypothesis, the results of the analyses verified the significant positive effect of internal branding on the Person-Organization Fit (-.25), and the significant negative effect of internal branding together with Person-Organization Fit (-.48, -.25) on anti-citizenship organizational behavior, confirming the second and the third research hypotheses. Finally, Person-Organization Fit was found to mediate the relationship between internal branding and anti-citizenship organizational behavior, confirming the fourth research hypothesis.