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A multilevel study of brand-specific transformational leadership: employee and customer effects

Author

Listed:
  • Hsu-Hsin Chiang

    (National Tsing Hua University)

  • Tzu-Shian Han

    (National Chengchi University)

  • David McConville

    (National Sun Yat-sen University)

Abstract

In this study, we examine the effects of brand-specific transformational leadership (TFL) on the brand-related attitudes and behaviors of employees and customers. We test relationships between brand-specific TFL and employees’ brand commitment and brand citizenship behavior and then the resulting effects on customer citizenship behavior and customer-based brand equity. Data from 18 international tourist hotels in Taiwan, including 136 supervisors, 268 employees and 221 customers, were analyzed using hierarchical linear modeling to investigate the multilevel relationships. Support is found for all hypotheses. The findings advance understanding of brand-specific TFL and the effects this leadership style can have on the brand-related attitudes and behaviors of both employees and customers.

Suggested Citation

  • Hsu-Hsin Chiang & Tzu-Shian Han & David McConville, 2020. "A multilevel study of brand-specific transformational leadership: employee and customer effects," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 312-327, May.
    • Handle: RePEc:pal:jobman:v:27:y:2020:i:3:d:10.1057_s41262-019-00182-6
    DOI: 10.1057/s41262-019-00182-6
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    References listed on IDEAS

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    Cited by:

    1. Lina Xiong, 2023. "It takes a village: examining how and when brand-specific transformational leadership affects employees in internal brand management," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 333-346, July.
    2. Monika Hajdas & Ryszard Kłeczek, 2021. "The real purpose of purpose-driven branding: consumer empowerment and social transformations," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 359-373, July.
    3. Shaun M. Powell, 2020. "Journal of Brand Management: year end review 2020," Journal of Brand Management, Palgrave Macmillan, vol. 27(6), pages 623-628, November.

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