From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry |
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| Affiliation: | 1. Faculty of Business and Economics of the University of Zaragoza, María de Luna, s/n – Edificio “Lorenzo Normante”, 50018, Zaragoza, Spain;2. Faculty of Business and Economics of the University of Zaragoza, Gran Vía 2, 50005, Zaragoza, Spain;3. IQS School of Management, Universitat Ramon Llull, Via Augusta, 390, 08017, Barcelona, Spain;1. Department of Marketing, School of Management, Fudan University, Shanghai, China;2. Department of Marketing, School of Business, Hong Kong University of Science and Technology, Clearwater Bay, Hong Kong;1. West Virginia State University, College of Business and Social Sciences, Department of Business Administration, Cole Complex, 313-B, Institute, WV, 25112, United States;2. College of Business and Entrepreneurship, The University of Texas Rio Grande Valley, United States;1. Nova Southeastern University, 3301 College Avenue, Fort Lauderdale, Fl 33327, United States;2. Nova Southeastern University, and The University of the Witwatersrand, Johannesburg,3301 College Avenue, Fort Lauderdale, Fl 33327, United States;1. Ozyegin University, School of Applied Sciences, Cekmekoy Kampusu, Nisantepe Mah. Orman Sok, 34794 Çekmekoy – Istanbul, Turkey;2. Oklahoma State University, School of Hotel and Restaurant Administration, 210 Human Sciences West, Stillwater, OK 74078, USA |
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| Abstract: | This paper examines the links between internal brand management, organizational identification, work engagement, and organizational citizenship behaviours in the hospitality industry. A model is proposed and tested using a sample of 323 frontline employees from the main hotel chains operating in Spain. This model includes different dimensions of internal brand management and different manifestations of citizenship behaviours. Data are analysed through the use of partial least squares. The findings confirm that transformational leadership leverages organizational identification and work engagement. However, brand training and brand communications do not directly raise positive emotions in the workplace. The results also suggest that work engagement is a better predictor of citizenship behaviours than organizational identification. Identification influences citizenship behaviours towards the organization. However, this variable does not explain extra-role supportive behaviours towards customers and other employees. These results extend previous research by empirically analysing the effects of internal brand management from the employees' perspective. |
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| Keywords: | Internal brand management Transformational leadership Organizational identification Work engagement Organizational citizenship behaviours Hotel industry |
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