Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective

Autor: Hasnizam Shaari, Salniza Md Salleh, Zolkafli Hussin
Jazyk: English<br />Malay
Rok vydání: 2015
Předmět:
Zdroj: International Journal of Management Studies, Vol 22, Iss 1 (2015)
Druh dokumentu: article
ISSN: 2232-1608
2180-2467
Popis: Brand citizenship behaviour 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 behaviour could contribute to overall brand success. With a limited understanding of what constitutes brand-consistent behaviour, this study attempts to identify possible brand-consistent behaviour among hotel employees and compare both front-liner and backstage employees by extending the concept of organizational citizenship behaviour. 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. Keywords: Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management.
Databáze: Directory of Open Access Journals