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Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel


Hasan, Hasnizam and Md. Salleh, Salniza and Hussin, Zolkafli (2011) Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel. World Review of Business Research, 1 (1). pp. 25-33. ISSN 1838-3955

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Abstract

This study attempts to explore the dimension of internal brand citizenship behavior in Malaysia. As there is a dearth of research in understanding employees’ brand behavior and inconsistent terminology used in explaining employees’ brand consistent behavior, the study that attempt to explore the dimension of such behavior considered utmost important especially in facing this challenging business horizon.The random survey of 288 hotels’ employees of three to five star hotels from four major states in the northern region of Malaysia revealed that brand citizenship behavior is best explained by multidimensional concept.The study revealed that, brand citizenship behavior consists of helping behavior, sportsmanship, self-brand-development and brand endorsement. Contribution, limitation and future research also were addressed at the end of the discussion.

Item Type: Article
Uncontrolled Keywords: Brand citizenship behavior, Internal branding, Service branding, Employee branding
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: School of Business Management
Depositing User: Mr. Hasnizam Hasan
Date Deposited: 15 Oct 2015 06:53
Last Modified: 24 Apr 2016 02:25
URI: http://repo.uum.edu.my/id/eprint/15723

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