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

Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective. International Journal of Management Studies (IJMS), 22 (1). pp. 23-32. ISSN 2180-2467 (2015)


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.

Item Type: Article
Keywords: Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management
Taxonomy: By Subject > Business & Management > Marketing
Local Content Hub: Subjects > Business & Management
Depositing User: Eza Eliana Abdul Wahid
Date Deposited: 01 Aug 2021 13:56
Last Modified: 01 Aug 2021 13:56
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