Feeling trusted and taking-charge behaviour: An internal branding perspective based on self-categorization theory |
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| Institution: | 1. Conrad N. Hilton College of Hotel & Restaurant Management, University of Houston, 4450 University Dr. #227, Houston, TX, 77204, United States;2. Department of Hotel Management, Cheju Halla University, 28 Halladae-gil, Heungeop-myeon, Wonju-si, Gangwon-do, South Korea;3. Chaplin School of Hospitality & Tourism Management, Florida International University, Biscayne Bay Campus, 3000 Northeast 151 Street, North Miami, LF, 33181, United States;1. ESSEC Business School, 95021, Cergy Pontoise Cedex, France;2. NYU School of Professional Studies, Jonathan M. Tisch Center of Hospitality, New York, NY, 10003, United States;1. Department of Marketing & Tourism Management, College of Business Administration, Capital University of Economics and Business, Beijing, 100070, China;2. Department of Apparel, Events, and Hospitality Management, College of Human Sciences, Iowa State University, Ames, IA, 50010, USA;3. Howard Feiertag Department of Hospitality & Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA;1. Gabelli School of Business, Fordham University, 140 W. 62nd Street, New York, NY, 10023, United States;2. Koppelman School of Business, Brooklyn College of the City University of New York, 2900 Bedford Ave, Brooklyn, NY, 11210, United States;1. Department of Tourism Management, Dong-A University, South Korea;2. Department of Business, School of Management, Swansea University, Bay Campus, Fabian Way, Swansea, SA1 8EN, United Kingdom |
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| Abstract: | Although the mechanism of internal branding is related to both organizational factors and employees’ personal factors, the existing research mainly focuses on organizational factors. Thus, the literature on the formation and function of internal branding from the employee perspective is scarce. In this multisource study, we applied self-categorization theory to test the relationships among employees’ feeling trusted, perceived insider status, self-efficacy and taking-charge behaviour within the framework of internal branding. Data from 169 employee-supervisor dyads from the hotel industry in Northwest China revealed that employees’ perception of feeling trusted is an important factor that causes them to internalize their hotel employer’s brand and categorize themselves as “insiders” who regard the hotel brand as part of themselves and present brand-aligned behaviour to achieve brand success. In addition, employee self-efficacy is an important boundary-level variable that facilitates the transformation of brand internalization to brand-aligned behaviour. The theoretical and practical implications are discussed. |
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| Keywords: | Feeling trusted Perceived insider status Self-efficacy Taking-charge behaviour Self-categorization theory Internal branding |
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