Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel
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 di...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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World Business Institute, Australia
2011
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/15723/1/Ha.pdf |
| _version_ | 1803627024154099712 |
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| author | Hasan, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli |
| author_facet | Hasan, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli |
| author_sort | Hasan, Hasnizam |
| collection | UUM |
| description | 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. |
| first_indexed | 2024-07-04T05:59:29Z |
| format | Article |
| id | uum-15723 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T05:59:29Z |
| publishDate | 2011 |
| publisher | World Business Institute, Australia |
| record_format | dspace |
| spelling | uum-157232016-04-24T02:25:57Z https://repo.uum.edu.my/id/eprint/15723/ Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel Hasan, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli HD28 Management. Industrial Management 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. World Business Institute, Australia 2011-03 Article PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/15723/1/Ha.pdf 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 http://www.wrbrpapers.com/previous_issue/March/2011 |
| spellingShingle | HD28 Management. Industrial Management Hasan, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel |
| title | Exploring the dimension of internal brand citizenship
behavior in Malaysia: A case of northern Malaysia hotel |
| title_full | Exploring the dimension of internal brand citizenship
behavior in Malaysia: A case of northern Malaysia hotel |
| title_fullStr | Exploring the dimension of internal brand citizenship
behavior in Malaysia: A case of northern Malaysia hotel |
| title_full_unstemmed | Exploring the dimension of internal brand citizenship
behavior in Malaysia: A case of northern Malaysia hotel |
| title_short | Exploring the dimension of internal brand citizenship
behavior in Malaysia: A case of northern Malaysia hotel |
| title_sort | exploring the dimension of internal brand citizenship behavior in malaysia a case of northern malaysia hotel |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/15723/1/Ha.pdf |
| work_keys_str_mv | AT hasanhasnizam exploringthedimensionofinternalbrandcitizenshipbehaviorinmalaysiaacaseofnorthernmalaysiahotel AT mdsallehsalniza exploringthedimensionofinternalbrandcitizenshipbehaviorinmalaysiaacaseofnorthernmalaysiahotel AT hussinzolkafli exploringthedimensionofinternalbrandcitizenshipbehaviorinmalaysiaacaseofnorthernmalaysiahotel |