Shaari, Hasnizam and Md Salleh, Salniza and Hussin, Zolkafli (2015) Employees brand citizenship behavior: Front-liner versus backstage employees' perspective. International Journal of Management Studies (IJMS), 22 (1). pp. 23-32. ISSN 0127-8983

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Abstract

Brand citizenship behavior 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 behavior could contribute to overall brand success.With a limited understanding of what constitutes brand-consistent behavior, this study attempts to identify possible brand-consistent behavior among hotel employees and compare both front-liner and backstage employees by extending the concept of organizational citizenship behavior.Using.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
Uncontrolled Keywords:	Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management.
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Dr. Hasnizam Shaari
Date Deposited:	30 Aug 2015 04:24
Last Modified:	17 Apr 2016 03:06
URI:	https://repo.uum.edu.my/id/eprint/15249

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