Employees brand citizenship behavior: Front-liner versus backstage employees' perspective

• Main Authors: Shaari, Hasnizam, Md Salleh, Salniza, Hussin, Zolkafli
• Format: Article
• Language: English
• Published: Universiti Utara Malaysia 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/15249/1/ijms2212.pdf; http://repo.uum.edu.my/15249/; http://www.ijms.uum.edu.my
• Institution: Universiti Utara Malaysia

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.