Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective
Autor: | Hasnizam Shaari, Salniza Md Salleh, Zolkafli Hussin |
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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 |
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