Shaari, Hasnizam and Md. Salleh, Salniza and Hussin, Zolkafli (2014) Employees brand citizenship behavior: front-liner versus backstage employees’ perspective. In: International Conference on Business Management (ICBM) 2014, 18-19 August 2014, Putra World Trade Centre (PWTC), Kuala Lumpur, Malaysia.

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Abstract

Brand citizenship behavior relatively new construct developed in brand literatures 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 limit understanding of what is constitute of brand-consistent behavior, thus this study attempts to identify possible brand-consistent behavior among hotel’s employees and comparing both front-liner and backstage employees by extending the concept of organizational citizenship behavior.Using 286 respondents from three to five star hotels, this study suggests few theoretical and practical implications toward betterment of organization’s sustainable brand competitive advantage.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	ISBN 978-957-0910-05-5 Organized by: School of Business Management (SBM) Universiti Utara Malaysia
Uncontrolled Keywords:	employees brand citizenship behavior; brand-consistent behavior; internal branding; internal marketing; 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:	22 Jun 2017 03:04
Last Modified:	22 Jun 2017 03:04
URI:	https://repo.uum.edu.my/id/eprint/22445

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