The effects of generational work values on employee brand attitude and behavior: A multi-group analysis

The competitive hospitality industry requires effective external and internal brand management. Since service employees bring the brand to life, insight regarding their motivational drivers is important. Given a multigenerational hospitality workforce, individual motivations will likely differ and therefore inform attitudes and behavior differently. Adopting work values as a motivational lens, and drawing on generational theory, this study surveys 303 hospitality employees to understand how generational collective memories (i.e., formative referents) inform individuals’ work values. Further, it examines how generational work values differentially influence employees’ perceived brand fit and brand citizenship behavior. The results suggest that an individual’s collective memories from their formative years influence their work values, with altruistic, social and intrinsic work values having a positive impact on employee brand attitude and behavior, while extrinsic and leisure work values have no significant impact. Generational differences are evident, but not always in a manner that is consistent with previous literature.