Shahid Beheshti University Public Administration Perspective 2251-6069 15 4 2024 12 21 Investigating the Effect of Internal Branding on Anti-Organizational Citizenship Behaviors of Employees With the Moderating Role of the Organization's Moral Values Investigating the Effect of Internal Branding on Anti-Organizational Citizenship Behaviors of Employees With the Moderating Role of the Organization's Moral Values 159 180 105260 10.48308/jpap.2025.235800.1392 FA Solmaz Abbasian Jeyyed Master of Business Management, Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran. Bagher Asgarnezhad Nuori Associate Professor of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran. Maryam Mola Ghalghchi Master of Business Management, Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran. Journal Article 2024 06 27 Purpose: In the last decade, internal branding has become an important and fundamental issue in various industries, especially the service industry, among managers and researchers. Getting to know the internal branding strategy or mechanism and generally understanding its concept and dimensions, as well as considering the ethical values of the organization in order to ensure the creation and increase of motivation in employees in order to adjust their destructive behaviors or wrong behaviors and achieve the university It seems essential to predetermined goals. Therefore, the aim of the current research is to investigate the effect of internal branding on employees' anti-organizational citizenship behaviors with the role of the moderator of the organization's moral values. Design/ methodology/ approach: It was conducted among the employees of Ardabil University, the sample size of which was determined based on Cochran's formula: 250 people. In the current research, the questionnaire tool is considered as a data collection tool. So that the said tool was designed and adjusted according to two parts: demographic data and specific questions. In the following, data analysis was done with the help of Spss and SmartPLS software, using structural equation modeling. Research Findings: The results of the current research indicate that internal branding has an effect on employees' anti-organizational citizenship behaviors, and on the other hand, the moderating role of the organization's moral values in the relationship between the internal branding mechanism and employees' anti-organizational citizenship behaviors was confirmed. Limitations & Consequences: One of the limitations of the present research is related to the expansion of the research model. In other words, it can be acknowledged that in the present study, all the variables were not included in the research model due to time and other limitations. In addition, it should be noted that in the research literature, there are necessary and sufficient scientific resources related to the variable dimensions of internal branding (training, group and briefing meetings, and orientation) and the moderating role of the organization's ethical values in relation to internal branding and anti-citizen behaviors. It was few and limited. Finally, other limitations include not controlling the influence of other variables, the pressure of the respondents' lack of time, and the lack of proper cooperation of some managers and university staff. Practical Consequences: One of the basic problems in universities regarding human capital is the emergence of anti-citizens and destructive behaviors such as stubbornness and arbitrariness, resistance to authority, avoiding work, malice, and aggression. The mentioned behaviors are effective both in the performance of universities and in the relationships of people and the spirit of cooperation of employees. Therefore, the findings of the research can provide university managers with appropriate solutions in terms of internal branding strategy and the organization's ethical values. In fact, by taking into consideration appropriate educational programs, establishing two-way communication, holding daily and group meetings, and emphasizing an ethical culture, anti-citizen and unethical behaviors of employees can be reduced, and ultimately, the relationship between employees and the performance of the university will be improved. Innovation or value of the Article: The current research is one of the few researches conducted in the world in which the researchers were trying to test and investigate the effect of internal branding on anti-organizational citizenship behaviors of employees with the role of moderator of the organization's moral values among university employees; Because the previous researchers studied less and in a limited way the internal branding strategy and anti-civility behaviors or destructive organizational behaviors of employees. Of course, it is important to pay attention to the fact that the main innovation and initiative of the current research is to examine the moral values of the organization or, in other words, the ethical culture as a moderating role in the relationship between the internal branding mechanism and the organizational anti-citizenship behaviors of the employees. Thus, examining the moral values of the organization as a moderating role in the mentioned relationship is of considerable importance; Because the moral values of the organization are considered one of the most important aspects of the organization's culture, as a combination of the individual values of the employees and official and informal policies, and also as the mood of the organization. Paper Type: Original Paper Purpose: In the last decade, internal branding has become an important and fundamental issue in various industries, especially the service industry, among managers and researchers. Getting to know the internal branding strategy or mechanism and generally understanding its concept and dimensions, as well as considering the ethical values of the organization in order to ensure the creation and increase of motivation in employees in order to adjust their destructive behaviors or wrong behaviors and achieve the university It seems essential to predetermined goals. Therefore, the aim of the current research is to investigate the effect of internal branding on employees' anti-organizational citizenship behaviors with the role of the moderator of the organization's moral values. Design/ methodology/ approach: It was conducted among the employees of Ardabil University, the sample size of which was determined based on Cochran's formula: 250 people. In the current research, the questionnaire tool is considered as a data collection tool. So that the said tool was designed and adjusted according to two parts: demographic data and specific questions. In the following, data analysis was done with the help of Spss and SmartPLS software, using structural equation modeling. Research Findings: The results of the current research indicate that internal branding has an effect on employees' anti-organizational citizenship behaviors, and on the other hand, the moderating role of the organization's moral values in the relationship between the internal branding mechanism and employees' anti-organizational citizenship behaviors was confirmed. Limitations & Consequences: One of the limitations of the present research is related to the expansion of the research model. In other words, it can be acknowledged that in the present study, all the variables were not included in the research model due to time and other limitations. In addition, it should be noted that in the research literature, there are necessary and sufficient scientific resources related to the variable dimensions of internal branding (training, group and briefing meetings, and orientation) and the moderating role of the organization's ethical values in relation to internal branding and anti-citizen behaviors. It was few and limited. Finally, other limitations include not controlling the influence of other variables, the pressure of the respondents' lack of time, and the lack of proper cooperation of some managers and university staff. Practical Consequences: One of the basic problems in universities regarding human capital is the emergence of anti-citizens and destructive behaviors such as stubbornness and arbitrariness, resistance to authority, avoiding work, malice, and aggression. The mentioned behaviors are effective both in the performance of universities and in the relationships of people and the spirit of cooperation of employees. Therefore, the findings of the research can provide university managers with appropriate solutions in terms of internal branding strategy and the organization's ethical values. In fact, by taking into consideration appropriate educational programs, establishing two-way communication, holding daily and group meetings, and emphasizing an ethical culture, anti-citizen and unethical behaviors of employees can be reduced, and ultimately, the relationship between employees and the performance of the university will be improved. Innovation or value of the Article: The current research is one of the few researches conducted in the world in which the researchers were trying to test and investigate the effect of internal branding on anti-organizational citizenship behaviors of employees with the role of moderator of the organization's moral values among university employees; Because the previous researchers studied less and in a limited way the internal branding strategy and anti-civility behaviors or destructive organizational behaviors of employees. Of course, it is important to pay attention to the fact that the main innovation and initiative of the current research is to examine the moral values of the organization or, in other words, the ethical culture as a moderating role in the relationship between the internal branding mechanism and the organizational anti-citizenship behaviors of the employees. Thus, examining the moral values of the organization as a moderating role in the mentioned relationship is of considerable importance; Because the moral values of the organization are considered one of the most important aspects of the organization's culture, as a combination of the individual values of the employees and official and informal policies, and also as the mood of the organization. Paper Type: Original Paper

https://jpap.sbu.ac.ir/article_105260_772727f0bec146eb5f1238fc46319137.pdf