Employees brand citizenship behavior: Front-liner versus backstage employees' perspective
Brand citizenship behavior is a relatively new construct developed in brand literature specifically in internal branding.The main assumption is that employees’ readiness and willingness to engage in brand-consistent behavior could contribute to overall brand success.With a limited understanding of w...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universiti Utara Malaysia
2015
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/15249/1/ijms2212.pdf http://repo.uum.edu.my/15249/ http://www.ijms.uum.edu.my |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |
| Summary: | Brand citizenship behavior is a relatively new construct developed in brand literature specifically in internal branding.The main assumption is that employees’ readiness and willingness to engage in brand-consistent behavior could contribute to overall brand success.With a limited understanding of what constitutes brand-consistent behavior, this study attempts to identify possible brand-consistent behavior among hotel employees and compare both front-liner and backstage employees by extending the concept of organizational citizenship behavior.Using.Using 286 respondents from three- to five-star hotels, this study suggests a few theoretical and practical implications for the betterment of an organization’s sustainable brand competitive advantage. |
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