چکیده (انگلیسی):

In recent years, special niche of brand has been paid increasingly attention in academic and
scientific fields and also in business domain. Many researchers and managers of companies have found
that the most valuable property of company is brand and branding knowledge for improving marketing
process. However, in spite of being inter-organizational factor and one of the most important issues in
brand and marketing domains, this concept has been paid lesser attention. Accordingly, present study tries
to consider the relationship between organizational brand and organizational – citizenship behavior. The
study is a descriptive study based on method of collecting data. Path analysis was used to test the
existence of relationship between variables and being significance of estimated methods. Statistical
population is all employees working in Melli bank branches located in branch affairs in north of Tehran
with 1181 participants and 99 branches. Proper group sampling was used and the data was analyzed using
SPSS and Lisrel applications. The results indicated that there is a significant relationship between
organizational brand and work conscience, mutual personal coordination, organizational resources
protection and gallantry, but there is not a significant relationship between brand and social customs,
altruism and propriety.