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From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry


  • Buil, Isabel
  • Martínez, Eva
  • Matute, Jorge


This paper examines the links between internal brand management, organizational identification, work engagement, and organizational citizenship behaviours in the hospitality industry. A model is proposed and tested using a sample of 323 frontline employees from the main hotel chains operating in Spain. This model includes different dimensions of internal brand management and different manifestations of citizenship behaviours. Data are analysed through the use of partial least squares. The findings confirm that transformational leadership leverages organizational identification and work engagement. However, brand training and brand communications do not directly raise positive emotions in the workplace. The results also suggest that work engagement is a better predictor of citizenship behaviours than organizational identification. Identification influences citizenship behaviours towards the organization. However, this variable does not explain extra-role supportive behaviours towards customers and other employees. These results extend previous research by empirically analysing the effects of internal brand management from the employees' perspective.

Suggested Citation

  • Buil, Isabel & Martínez, Eva & Matute, Jorge, 2016. "From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry," Tourism Management, Elsevier, vol. 57(C), pages 256-271.
  • Handle: RePEc:eee:touman:v:57:y:2016:i:c:p:256-271
    DOI: 10.1016/j.tourman.2016.06.009

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    5. Nguyen Thi Hong Phuong & Le Nguyen Hau & Tran Thi Tuyet & Nguyen Van Tuan, 2018. "Internal market orientation, frontliners' organizational commitment and customer-oriented behavior: A study of airport service in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 8(1), pages 65-78.
    6. Nor Sabrena Norizan & Ahmad Fadhly Arham & Ahmad Firdhaus Arham & Fatanah Jislan & Siti Norashikin Bashirun, 2024. "Perceived Organisational Support, Transformational Leadership and Organizational Performance: Perspectives of Hospitality Industry in Malaysia," Information Management and Business Review, AMH International, vol. 16(1), pages 157-172.
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    8. Yohana Latifah & Muafi Muafi, 2021. "Examining the effect of internal branding on employee performance: Job satisfaction and employee engagement as mediation variables," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 3(4), pages 01-12, October.
    9. Joseph, Abraham & Gupta, Suraksha & Wang, YiChuan & Schoefer, Klaus, 2021. "Corporate rebranding: An internal perspective," Journal of Business Research, Elsevier, vol. 130(C), pages 709-723.
    10. Nguyen, Long Thang Van & Lu, Vinh Nhat & Hill, Sally Rao & Conduit, Jodie, 2019. "The mediating role of brand knowledge on employees’ brand citizenship behaviour: Does organizational tenure matter?," Australasian marketing journal, Elsevier, vol. 27(3), pages 169-178.
    11. Miguel A. Mañas-Rodríguez & Eleonora Enciso-Forero & Carmen M. Salvador-Ferrer & Rubén Trigueros & José M. Aguilar-Parra, 2020. "Empirical Research in Colombian Services Sector: Relation between Transformational Leadership, Climate and Commitment," Sustainability, MDPI, vol. 12(16), pages 1-16, August.
    12. Hyewon Youn & Jong-Hyeong Kim, 2022. "Corporate Social Responsibility and Hotel Employees’ Organizational Citizenship Behavior: The Roles of Organizational Pride and Meaningfulness of Work," Sustainability, MDPI, vol. 14(4), pages 1-18, February.
    13. Anouk Decuypere & Wilmar Schaufeli, 2021. "Exploring the Leadership–Engagement Nexus: A Moderated Meta-Analysis and Review of Explaining Mechanisms," IJERPH, MDPI, vol. 18(16), pages 1-34, August.
    14. Vatankhah, Sanaz & Darvishi, Maryam, 2018. "An empirical investigation of antecedent and consequences of internal brand equity: Evidence from the airline industry," Journal of Air Transport Management, Elsevier, vol. 69(C), pages 49-58.
    15. Steven W. Bayighomog Likoum & Mohamed Dawood Shamout & Ibrahim Harazneh & A. Mohammed Abubakar, 2020. "Market-Sensing Capability, Innovativeness, Brand Management Systems, Market Dynamism, Competitive Intensity, and Performance: an Integrative Review," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 11(2), pages 593-613, June.
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    18. Maja Konecnik Ruzzier & Katja Terglav & Robert Kase, 2021. "Internal Brand Communication for Transforming Employees into Brand Champions: The Role of Knowledge and Value Congruence," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(SI), pages 9-27.

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