The Effect of Brand Leadership Styles on Employees’ Brand Citizenship Behavior

Abstract

Internal branding relatively new constructs in marketing literature. It is assumes adequate internal branding practices could enhance overall brand performance through employees’ brand consistent behavior. This study conceptualized employees’ brand consistent behavior as brand citizenship behavior. The main objective of this study is to examine the relationship between transactional and transformational brand leadership and brand citizenship behavior. Self-administered questionnaires were distributed to 286 respondents from 3-5 star rating hotels from northern states of Malaysia namely; Perlis, Kedah and Penang. The findings revealed that transactional and transformational brand leadership have a significant positive relationship on brand citizenship behavior. However, transformational brand leadership is more dominant in explaining brand citizenship behavior. Future research should focus on other internal branding practices as well as a new context mainly to enhance the superiority of the concept.

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