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

Authors

  • Hasnizam Shaari School of Business Management Universiti Utara Malaysia, Malaysia
  • Salniza Md Salleh School of Business Management Universiti Utara Malaysia, Malaysia
  • Zolkafli Hussin School of Business Management Universiti Utara Malaysia, Malaysia

DOI:

https://doi.org/10.32890/ijms2015.22.1.2

Keywords:

Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management

Abstract

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.

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Published

25-06-2015

Issue

Vol. 22 No. 1 (2015): International Journal of Management Studies (IJMS) Vol. 22, No. 1 June 2015

Section

Articles

Research impact

Harvested 2026-09-08
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Identifiers DOI 10.32890/ijms2015.22.1.2 OpenAlex W7046851882

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