Bilal Bourkha

This present paper tries to investigate relationship between dimensions of organizational commitment (OC) and brand commitment (BC) based on Allen and Meyer (1990) theory: affective, continuous and normative commitment.
Population (443 people) of the present study included employees and customers from the same bank. Data collecting tool was two questionnaires, which were distributed among employees and customers. Data was analyzed with SEM to show the existing correlations. Results showed there is a moderated (0,424) relationship between OC and BC. Results confirm interpersonal exchange is a key concept in relationship management, in particular in services industry.

The sustained idea of this article is that the concept of imitation has not been sufficiently developed in the field of strategic management and has often been confused with the notion of mimicry. Therefore, the objective of this research is to emphasize the distinction between different types of imitation unlike a lot of research on companies imitative behavior focused on one type as the perfect imitation. This will clarify ambiguities in the literature on imitation, and show that the mobilization of neo institutional theory is not sufficient to explain all the imitative behavior of organizations in a market.