(searched for: doi:10.1016/s2212-5671(16)30053-3)
Journal of Strategic Marketing pp 1-29; https://doi.org/10.1080/0965254x.2021.2016896
This study examines the interrelationships between internal brand management (IBM), brand understanding (BU), employee brand commitment (EBC), and brand citizenship behavior (BCB) by synthesizing existing empirical results via a meta-analysis. In addition, the moderating effects of country and industry contexts on these interrelationships are also investigated. The findings from 38 studies were used within the meta-analysis. The results demonstrate that IBM plays a significant role in predicting both EBC and BCB. Among all dimensions of IBM, brand communication was found to be the most crucial factor in predicting EBC, followed by brand-oriented leadership. Of the different dimensions of IBM, brand-oriented leadership has the greatest impact on BCB. Brand-centered HRM had a modest impact on both EBC and BCB. In addition, BU had the highest impact on BCB.
Journal of Hospitality Marketing & Management, Volume 29, pp 503-525; https://doi.org/10.1080/19368623.2019.1650155
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.