HOW INTERNAL BRANDING PROCESS REALLY PAYS OFF THROUGH BRAND TRUST
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Cognizant Communication Corp
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Internal branding is gaining importance for services to manage brand-related attitudes and behaviors of service employees. Although service branding literature points out employees' brand commitment as the key for internal branding activities to influence their brand supporting behaviors, previous studies neglect the role of brand trust to explain both commitment and brand-related behaviors of employees. Therefore, the present study mainly aims to investigate the effect of brand trust for the relationship between internal branding and brand citizenship behaviors of employees. Data were collected from airline customer contact employees and structural equation modeling was used to test the proposed relations. The results suggest that brand trust has a significant effect on brand citizenship behaviors as well as mediates the effect of internal branding activities on brand commitment of airline employees. Managerial implications are provided for internal branding in services and further research topics are suggested.
Açıklama
Anahtar Kelimeler
Internal Branding, Brand Trust, Brand Citizenship Behaviors, Service, Commitment, Employee, Perceptions, Exchange, Performance, Strategy, Success, Models, Equity
Kaynak
Tourism Analysis
WoS Q Değeri
N/A
Scopus Q Değeri
Q3
Cilt
22
Sayı
3
