An examination of the role of internal brand management: impact of contractual models

Abstract

Despite extensive evidence investigating the critical role of internal brand management on employees’ behavior, there is limited empirical evidence investigating the causality between internal brand management and trust/intention to stay in the hotel sector. This study examined employees’ brand commitment formation in the hotel industry and how it affects employees’ intention to stay, while considering the role of internal brand management, trust, and contractual models. An online survey method was performed to collect data in this study. A theoretical framework was tested using structural equation modeling. Results showed that internal brand management, trust, brand commitment, and intention to stay has a significant association, and these variables explained brand commitment and intention to stay. In addition, trust was a significant mediator in the relationship between internal brand management and brand commitment/intention to stay. Moreover, the relationships were moderated by contractual models. Overall, our findings contributed to the understanding of employees’ brand commitment processes in the hotel industry.