@article{Shaari_Md Salleh_Hussin_2015, title={Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective}, volume={22}, url={https://e-journal.uum.edu.my/index.php/ijms/article/view/10417}, abstractNote={<div>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.</div> <div> </div> <div><strong>Keywords</strong>: Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management.</div>}, number={1}, journal={International Journal of Management Studies}, author={Shaari, Hasnizam and Md Salleh, Salniza and Hussin, Zolkafli}, year={2015}, month={Jun.}, pages={23–32} }