Reflection of the Psychological Contract on the Ownership of the Mark From an Internal Perspective: An Applied Study in the Southern State Cement Company

Post by: Muthanna mjdes
November 7, 2022
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Hussein Ali Abdul Rasoul ^*a & Aseel Ali Mezher ^b

University of Qadisiyah , College of Administration and Economics.

Abstract

This study aims to explore the impact of the psychological contract bonds (contract transactions, contract relationships) on the brand equity based on the internal perspective, it was determined measure of the employees based on employees with its dimensions (brand knowledge, clarity of role, employee commitment). A sample of employees of the Southern Cement state selected from (185) employees, and adopted the questionnaire as a tool for the study has been formulated based on previous studies. It had verified hypotheses using some statistical tools (such as mean, standard deviation, reliability coefficient, confirmatory factor analysis) according to the structural equation modeling. The study came to a set of conclusions have been relied upon to propose a set of recommendations that will enhance the relationship between the company and employees.