oai:eurokd.com:article/416 2025-12-15

The Impact of Human Resource Management on Organizational Brand By the Mediating Role of Employee Competence, Commitment, and Satisfaction in the Insurance Industry <p style="text-align: justify;">Today, paying attention to employees and aligning their features and&nbsp;capabilities with the brand is of great importance for organizations in&nbsp;competitive environments. According to previous studies, factors such as&nbsp;competency, satisfaction, and commitment have been used as mediators between&nbsp;HRM and the brand of the organization. The statistical population of the study&nbsp;consisted of 270 employees of different branches of social security insurance&nbsp;in Alborz province. The sample size was determined based on Morgan's table and&nbsp;220 questionnaires were distributed and 159 correct questionnaires returned.&nbsp;The validity of the questionnaire was confirmed by an interview with industry&nbsp;experts and its reliability was confirmed by Cronbach's alpha coefficient at&nbsp;0.854. Confirmatory factor analysis, structural equation modeling (SEM), AMOS and SPSS software were used for data analysis. The results showed that the&nbsp;conceptual model of the research has good fitness. After examining 9 direct&nbsp;hypotheses and 3 hypotheses with mediating variables, it was concluded that the&nbsp;main research hypothesis about the relationship between HRM and brand and 6&nbsp;other hypotheses was positive and significant. Also, the relationship between&nbsp;HRM with competence and competence with the brand was not significant and the&nbsp;variable mediating role of competence between HRM and brand is not confirmed,&nbsp;but two variables of commitment and satisfaction can play a mediating role in&nbsp;the relationship between HRM and brand. Therefore, organizations can enhance&nbsp;the brand of the organization by measuring, planning and continuously improving&nbsp;HRM indicators and adopting strategies to increase employee commitment and&nbsp;satisfaction, and increase customer satisfaction by increasing sales and&nbsp;profits.</p> EuroKD Publishing 2020-08-24 Text https://api.eurokd.com/Uploads/Article/416/mbrq.2020.14.01.pdf https://doi.org/10.32038/mbrq.2020.14.01 en Pages 1–24