Employees brand citizenship behavior: Front-liner versus backstage employees' perspective
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 w...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universiti Utara Malaysia
2015
|
| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/15249/1/ijms2212.pdf |
| _version_ | 1803626941835640832 |
|---|---|
| author | Shaari, Hasnizam Md Salleh, Salniza Hussin, Zolkafli |
| author_facet | Shaari, Hasnizam Md Salleh, Salniza Hussin, Zolkafli |
| author_sort | Shaari, Hasnizam |
| collection | UUM |
| description | 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. |
| first_indexed | 2024-07-04T05:58:10Z |
| format | Article |
| id | uum-15249 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:58:10Z |
| publishDate | 2015 |
| publisher | Universiti Utara Malaysia |
| record_format | dspace |
| spelling | uum-152492016-04-17T03:06:22Z https://repo.uum.edu.my/id/eprint/15249/ Employees brand citizenship behavior: Front-liner versus backstage employees' perspective Shaari, Hasnizam Md Salleh, Salniza Hussin, Zolkafli HD28 Management. Industrial Management 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. Universiti Utara Malaysia 2015 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/15249/1/ijms2212.pdf 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 http://www.ijms.uum.edu.my |
| spellingShingle | HD28 Management. Industrial Management Shaari, Hasnizam Md Salleh, Salniza Hussin, Zolkafli Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title | Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title_full | Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title_fullStr | Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title_full_unstemmed | Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title_short | Employees brand citizenship behavior: Front-liner versus backstage employees' perspective |
| title_sort | employees brand citizenship behavior front liner versus backstage employees perspective |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/15249/1/ijms2212.pdf |
| work_keys_str_mv | AT shaarihasnizam employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective AT mdsallehsalniza employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective AT hussinzolkafli employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective |