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

Name: “Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees
Author: Erkmen, Ezgi, Hancer, M.

İsim	“Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees
Yazar	Erkmen, Ezgi, Hancer, M.
Basım Tarihi:	2015
Basım Yeri	- Emerald Group Publishing
Konu	Hospitality industry, Consumer behaviour, Brand performance, Brand relationship, Brand citizenship behaviors, Internal branding
Tür	Süreli Yayın
Dil	İngilizce
Dijital	Evet
Yazma	Hayır
Kütüphane:	Özyeğin Üniversitesi
Demirbaş Numarası	1757-1049
Kayıt Numarası	93db9b92-20c3-4900-8abd-5dd25bc8807a
Lokasyon	Gastronomy and Culinary Arts
Tarih	2015
Notlar	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Örnek Metin	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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“Do your internal branding efforts measure up?”: consumers’ response to brand supporting behaviors of hospitality employees

Yazar Erkmen, Ezgi, Hancer, M.

Basım Tarihi 2015

Basım Yeri - Emerald Group Publishing

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

Tür Süreli Yayın

Dil İngilizce

Dijital Evet

Yazma Hayır

Kütüphane Özyeğin Üniversitesi

Demirbaş Numarası 1757-1049

Kayıt Numarası 93db9b92-20c3-4900-8abd-5dd25bc8807a

Lokasyon Gastronomy and Culinary Arts

Tarih 2015

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

Örnek Metin 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