Employees brand citizenship behavior: front-liner versus backstage employees’ perspective
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...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/22445/1/ICBM%20%202014%20232%20237.pdf |
| _version_ | 1803628367934652416 |
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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 | 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. |
| first_indexed | 2024-07-04T06:20:50Z |
| format | Conference or Workshop Item |
| id | uum-22445 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:20:50Z |
| publishDate | 2014 |
| record_format | dspace |
| spelling | uum-224452017-06-22T03:04:27Z https://repo.uum.edu.my/id/eprint/22445/ Employees brand citizenship behavior: front-liner versus backstage employees’ perspective Shaari, Hasnizam Md. Salleh, Salniza Hussin, Zolkafli HD28 Management. Industrial Management 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. 2014 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/22445/1/ICBM%20%202014%20232%20237.pdf 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. |
| 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/22445/1/ICBM%20%202014%20232%20237.pdf |
| work_keys_str_mv | AT shaarihasnizam employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective AT mdsallehsalniza employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective AT hussinzolkafli employeesbrandcitizenshipbehaviorfrontlinerversusbackstageemployeesperspective |