HOW INTERNAL BRANDING PROCESS REALLY PAYS OFF THROUGH BRAND TRUST

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dc.authoridHancer, Murat/0000-0002-4356-7416
dc.authorwosiderkmen, ezgi/ABG-7373-2021
dc.contributor.authorErkmen, Ezgi
dc.contributor.authorHancer, Murat
dc.contributor.authorLeong, Jerrold K.
dc.date.accessioned2024-07-18T20:50:42Z
dc.date.available2024-07-18T20:50:42Z
dc.date.issued2017
dc.departmentİstanbul Bilgi Üniversitesien_US
dc.description.abstractInternal 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.en_US
dc.identifier.doi10.3727/108354217X14955605216050
dc.identifier.endpage322en_US
dc.identifier.issn1083-5423
dc.identifier.issn1943-3999
dc.identifier.issue3en_US
dc.identifier.scopus2-s2.0-85028516342en_US
dc.identifier.scopusqualityQ3en_US
dc.identifier.startpage309en_US
dc.identifier.urihttps://doi.org/10.3727/108354217X14955605216050
dc.identifier.urihttps://hdl.handle.net/11411/8188
dc.identifier.volume22en_US
dc.identifier.wosWOS:000416665500003en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherCognizant Communication Corpen_US
dc.relation.ispartofTourism Analysisen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectInternal Brandingen_US
dc.subjectBrand Trusten_US
dc.subjectBrand Citizenship Behaviorsen_US
dc.subjectServiceen_US
dc.subjectCommitmenten_US
dc.subjectEmployeeen_US
dc.subjectPerceptionsen_US
dc.subjectExchangeen_US
dc.subjectPerformanceen_US
dc.subjectStrategyen_US
dc.subjectSuccessen_US
dc.subjectModelsen_US
dc.subjectEquityen_US
dc.titleHOW INTERNAL BRANDING PROCESS REALLY PAYS OFF THROUGH BRAND TRUSTen_US
dc.typeArticleen_US

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