Employee brand love and love behaviors: Perspectives of social exchange and rational choice |
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| Affiliation: | 1. School of Human Environmental Sciences, University of Arkansas, Fayetteville, AR, United States;2. School of Hotel and Tourism Management, Oklahoma State University, Stillwater, OK, United States;3. Department of Tourism and Leisure Management, Ling Tung University, Taiwan;1. Rosen College of Hospitality Management, University of Central Florida, 9907 Universal Blvd., Orlando, FL, 32819, United States;2. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, United States;1. Department of Business and Accounting, Faculty of Economics and Business Administration, Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;2. Department of Business and Accounting, Faculty of Economics and Business Administration. Universidad Nacional de Educación a Distancia (UNED), Paseo Senda del Rey, 11, 28040 Madrid, Spain;1. School of Human Environmental Sciences, 118 Home Economics Bldg, University of Arkansas, Fayetteville, AR, 72701, USA;2. Jonathan M. Tisch Center of Hospitality, New York University, New York, NY, USA;3. Department of Tourism & Leisure Management, Ling Tung University, Taichung City, Taiwan;1. School of Marketing, Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia;2. Department of Agricultural Economics, Stellenbosch University, Stellenbosch, South Africa;1. Ecole hôtelière de Lausanne, HES-SO//University of Applied Sciences Western Switzerland, Route de Cojonnex 18, 1000, Lausanne 25, Switzerland;2. Columbia University, 701 Uris Hall, New York, NY, 10027, United States |
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| Abstract: | The concept of brand love has prompted many marketing scholars to study customers’ love for a brand, but little attention has been paid to understanding employees’ love for their brands. Based on social exchange theory and rational choice theory, this study proposes that forgiveness behavior, supportive voice behavior, and helping behavior are three love behaviors improved through employee brand love. Additionally, organizational culture types are shown to moderate the relationship between brand love and these love behaviors. The findings of this study use 456 responses from hotel employees in the United States and Taiwan to support the impact of employee brand love on these three love behaviors. Moreover, testing the moderating effects of organizational cultures reveal that forgiveness behavior may be strengthened through a hierarchy culture, that supportive voice behavior can be strengthened via clan culture, and that helping behavior can be strengthened under a hierarchy organizational culture. |
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| Keywords: | Brand love Hotel employee Organizational culture Forgiveness behavior Supportive voice behavior Helping behavior |
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