Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective
Keywords:
Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand managementAbstract
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.Additional Files
Published
25-06-2015
How to Cite
Shaari, H., Md Salleh, S., & Hussin, Z. (2015). Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective. International Journal of Management Studies, 22(1), 23–32. Retrieved from https://e-journal.uum.edu.my/index.php/ijms/article/view/10417
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