Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective

• Main Authors: Hasnizam Shaari, Salniza Md Salleh, Zolkafli Hussin
• Format: Article
• Language: English
• Published: UUM Press 2015-05-01
• Series: International Journal of Management Studies
• Online Access: https://www.scienceopen.com/document?vid=eeaa0e58-bdba-463b-bdad-12f8e09f19ad

Brand citizenship behaviour is a relatively new construct developed in brand literature specifically in internal branding. The main assumption is that employees’ readiness and willingness to engage in brand-consistent behaviour could contribute to overall brand success. With a limited understanding of what constitutes brand-consistent behaviour, this study attempts to identify possible brand-consistent behaviour among hotel employees and compare both front-liner and backstage employees by extending the concept of organizational citizenship behaviour. Using 286 respondents from three- to five-star hotels, this study suggests a few theoretical and practical implications for the betterment of an organization’s sustainable brand competitive advantage.   Keywords: Brand citizenship behaviour, brand-consistent behaviour, internal branding, brand management.