ا.م.د حسين علي عبدالرسول الباحث سنان عليوي عباس
جامعة القادسية/كلية الادارة والاقتصا/قسم ادارة اعمال
The present study aims to investage the moderate of internal service quality in improvement the relationship between internal marketing and the internal brand equity among a sample of workers in the Pepsi-cola of Kufa plant reached (127) individuals. The study suggests that internal marketing practices influence employee perceptions of the brand equity and increase understanding of their management and commitment to the brand. The study also suggests an interactive role between the internal marketing and internal brand equity. The questionnaire was developed based on the standards of previous studies. The study used the method of (Stepwise Regression Multiple, Hierarchical Multiple Regression) to test hypotheses. The study concluded that there is a significant positive effect between internal marketing internal brand equity. The results also indicate a positive role for internal quality in improving the relationship between internal marketing and internal brand equity. The departments in the management can achieve employees satisfaction and customers satisfaction, and achieve their loyalty and develop their positive behaviors as the general framework through which to achieve the objectives of the company.