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“Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees

Title	“Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees
Author	Erkmen, Ezgi, Hancer, M.
Publication Date:	2015
Publication Place	- Emerald Group Publishing
Subject	Hospitality industry, Consumer behaviour, Brand performance, Brand relationship, Brand citizenship behaviors, Internal branding
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	1757-1049
Record ID	93db9b92-20c3-4900-8abd-5dd25bc8807a
Library Location	Gastronomy and Culinary Arts
Date	2015
Notes	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text	Purpose – This study aims to understand the effect of brand citizenship behaviors of hospitality employees on customers’ relation with the brand. A model, which links employee behaviors to customers’ evaluation of brand performance, brand trust and brand commitment, is proposed to provide further insight into how customers form their relation with a brand. Design/methodology/approach – Data were collected from both customer-contact employees and passengers of a corporate airline company. Structural equation modeling was used to test the proposed model by using both employee and customer data in the same research model. Findings – The results showed that even brand citizenship behaviors of employees did not affect brand commitment of customers directly; these behaviors explain customers’ commitment to a brand through influencing perceived brand performance of customers and their trust toward a brand. Overall, this study provided support for the impact of employees’ brand-related behaviors on consumers’ relation with the brand. Research limitations/implications – The results suggest that hospitality employees contribute to the brand success through their behaviors. This helps organizations to enhance brand-related behaviors of their employees to ensure long-term relationships not only with customers but also with their employees in a labor-intensive and high customer contact industry. Originality/value – This research was one of the first to analyze the effects of employees’ brand supporting behaviors on consumers by using both employee and consumer data in the same research model within the hospitality context.
DOI	10.1108/IJCHM-10-2013-0442
Cilt	27

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Özyeğin University

“Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees

Author Erkmen, Ezgi, Hancer, M.

Publication Date 2015

Publication Place - Emerald Group Publishing

Subject Hospitality industry, Consumer behaviour, Brand performance, Brand relationship, Brand citizenship behaviors, Internal branding

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 1757-1049

Record ID 93db9b92-20c3-4900-8abd-5dd25bc8807a

Library Location Gastronomy and Culinary Arts

Date 2015

Notes Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Sample Text Purpose – This study aims to understand the effect of brand citizenship behaviors of hospitality employees on customers’ relation with the brand. A model, which links employee behaviors to customers’ evaluation of brand performance, brand trust and brand commitment, is proposed to provide further insight into how customers form their relation with a brand. Design/methodology/approach – Data were collected from both customer-contact employees and passengers of a corporate airline company. Structural equation modeling was used to test the proposed model by using both employee and customer data in the same research model. Findings – The results showed that even brand citizenship behaviors of employees did not affect brand commitment of customers directly; these behaviors explain customers’ commitment to a brand through influencing perceived brand performance of customers and their trust toward a brand. Overall, this study provided support for the impact of employees’ brand-related behaviors on consumers’ relation with the brand. Research limitations/implications – The results suggest that hospitality employees contribute to the brand success through their behaviors. This helps organizations to enhance brand-related behaviors of their employees to ensure long-term relationships not only with customers but also with their employees in a labor-intensive and high customer contact industry. Originality/value – This research was one of the first to analyze the effects of employees’ brand supporting behaviors on consumers by using both employee and consumer data in the same research model within the hospitality context.

DOI 10.1108/IJCHM-10-2013-0442

Cilt 27