A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry

The current research adds to the employee branding literature by building a conceptual framework to identify key employee branding dimensions in the context of the Indian hospitality industry that has been overlooked by the previous literature. A survey-based approach is employed on a sample of 421...

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Main Authors: Praveen Dhiman, Sangeeta Arora
Format: Article
Language:English
Published: Elsevier 2020-07-01
Series:Journal of Innovation & Knowledge
Subjects:
Online Access:http://www.sciencedirect.com/science/article/pii/S2444569X19300435
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spelling doaj-666cfb75876f40c393c746c550a512592020-11-25T03:26:39ZengElsevierJournal of Innovation & Knowledge2444-569X2020-07-0153200209A conceptual framework for identifying key employee branding dimensions: A study of hospitality industryPraveen Dhiman0Sangeeta Arora1Corresponding author.; University School of Financial Studies, Guru Nanak Dev University, Amritsar, Punjab, IndiaUniversity School of Financial Studies, Guru Nanak Dev University, Amritsar, Punjab, IndiaThe current research adds to the employee branding literature by building a conceptual framework to identify key employee branding dimensions in the context of the Indian hospitality industry that has been overlooked by the previous literature. A survey-based approach is employed on a sample of 421 customer-contact employees of the top ten luxury chain hotels, operating in five major tourist destinations of Northern India. The main thrust of the study is to gauge employees' perspectives concerning internal and external brand management efforts pursued by luxury chain hotels. Thus, a conceptual model was designed and tested through confirmatory factor analysis using Analysis of Moment Structures (AMOS v. 20). After reviewing the extant literature and conducting an empirical investigation, the study validates employee branding as a five-dimensional first-order reflective construct namely perceived brand-centred human resource management, perceived internal brand communication, perceived brand-specific transformational leadership, perceived brand-oriented support and perceived external brand prestige. The paper concludes with discussion, implications, provides limitations and directions for further research.http://www.sciencedirect.com/science/article/pii/S2444569X19300435Employee branding dimensionsCustomer-contact employeesLuxury chain hotelsNorthern India
collection DOAJ
language English
format Article
sources DOAJ
author Praveen Dhiman
Sangeeta Arora
spellingShingle Praveen Dhiman
Sangeeta Arora
A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
Journal of Innovation & Knowledge
Employee branding dimensions
Customer-contact employees
Luxury chain hotels
Northern India
author_facet Praveen Dhiman
Sangeeta Arora
author_sort Praveen Dhiman
title A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
title_short A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
title_full A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
title_fullStr A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
title_full_unstemmed A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry
title_sort conceptual framework for identifying key employee branding dimensions: a study of hospitality industry
publisher Elsevier
series Journal of Innovation & Knowledge
issn 2444-569X
publishDate 2020-07-01
description The current research adds to the employee branding literature by building a conceptual framework to identify key employee branding dimensions in the context of the Indian hospitality industry that has been overlooked by the previous literature. A survey-based approach is employed on a sample of 421 customer-contact employees of the top ten luxury chain hotels, operating in five major tourist destinations of Northern India. The main thrust of the study is to gauge employees' perspectives concerning internal and external brand management efforts pursued by luxury chain hotels. Thus, a conceptual model was designed and tested through confirmatory factor analysis using Analysis of Moment Structures (AMOS v. 20). After reviewing the extant literature and conducting an empirical investigation, the study validates employee branding as a five-dimensional first-order reflective construct namely perceived brand-centred human resource management, perceived internal brand communication, perceived brand-specific transformational leadership, perceived brand-oriented support and perceived external brand prestige. The paper concludes with discussion, implications, provides limitations and directions for further research.
topic Employee branding dimensions
Customer-contact employees
Luxury chain hotels
Northern India
url http://www.sciencedirect.com/science/article/pii/S2444569X19300435
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