The effect of brand leadership styles on employees’ brand citizenship behavior
Internal branding relatively new constructs in marketing literature.It is assumes adequate internal branding practices could enhance overall brand performance through employees’ brand consistent behavior.This study conceptualized employees’ brand consistent behavior as brand citizenship behavior.The...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Canadian Center of Science and Education
2015
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/15443/1/43409.pdf |
| _version_ | 1803626976001392640 |
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| author | Shaari, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli |
| author_facet | Shaari, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli |
| author_sort | Shaari, Hasnizam |
| collection | UUM |
| description | Internal branding relatively new constructs in marketing literature.It is assumes adequate internal branding practices could enhance overall brand performance through employees’ brand consistent behavior.This study conceptualized employees’ brand consistent behavior as brand citizenship behavior.The main objective of this
study is to examine the relationship between transactional and transformational brand leadership and brand citizenship behavior.Self-administered questionnaires were distributed to 286 respondents from 3-5 star rating hotels from northern states of Malaysia namely; Perlis, Kedah and Penang.The findings revealed that transactional and transformational brand leadership have a significant positive relationship on brand citizenship behavior. However, transformational brand leadership is more dominant in explaining brand citizenship behavior.
Future research should focus on other internal branding practices as well as a new context mainly to enhance the superiority of the concept. |
| first_indexed | 2024-07-04T05:58:43Z |
| format | Article |
| id | uum-15443 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:58:43Z |
| publishDate | 2015 |
| publisher | Canadian Center of Science and Education |
| record_format | dspace |
| spelling | uum-154432016-04-17T03:07:23Z https://repo.uum.edu.my/id/eprint/15443/ The effect of brand leadership styles on employees’ brand citizenship behavior Shaari, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli HD28 Management. Industrial Management Internal branding relatively new constructs in marketing literature.It is assumes adequate internal branding practices could enhance overall brand performance through employees’ brand consistent behavior.This study conceptualized employees’ brand consistent behavior as brand citizenship behavior.The main objective of this study is to examine the relationship between transactional and transformational brand leadership and brand citizenship behavior.Self-administered questionnaires were distributed to 286 respondents from 3-5 star rating hotels from northern states of Malaysia namely; Perlis, Kedah and Penang.The findings revealed that transactional and transformational brand leadership have a significant positive relationship on brand citizenship behavior. However, transformational brand leadership is more dominant in explaining brand citizenship behavior. Future research should focus on other internal branding practices as well as a new context mainly to enhance the superiority of the concept. Canadian Center of Science and Education 2015 Article PeerReviewed application/pdf en cc_by https://repo.uum.edu.my/id/eprint/15443/1/43409.pdf Shaari, Hasnizam and Md. Salleh, Salniza and Hussin, Zolkafli (2015) The effect of brand leadership styles on employees’ brand citizenship behavior. Asian Social Science, 11 (18). pp. 86-92. ISSN 1911-2017 http://doi.org/10.5539/ass.v11n18p86 doi:10.5539/ass.v11n18p86 doi:10.5539/ass.v11n18p86 |
| spellingShingle | HD28 Management. Industrial Management Shaari, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli The effect of brand leadership styles on employees’ brand citizenship behavior |
| title | The effect of brand leadership styles on employees’ brand citizenship behavior |
| title_full | The effect of brand leadership styles on employees’ brand citizenship behavior |
| title_fullStr | The effect of brand leadership styles on employees’ brand citizenship behavior |
| title_full_unstemmed | The effect of brand leadership styles on employees’ brand citizenship behavior |
| title_short | The effect of brand leadership styles on employees’ brand citizenship behavior |
| title_sort | effect of brand leadership styles on employees brand citizenship behavior |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/15443/1/43409.pdf |
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