Effect of internal branding on employee brand commitment and behavior in hospitality

Jen‐Te Yang · Chin‐Sheng Wan · Chi-Wei Wu

56 citations0/0 files storedTourism and Hospitality Research

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Employer Branding and e-HRM Job Satisfaction and Organizational Behavior Corporate Identity and Reputation

Abstract

The purpose of this study was to explore the implementation of internal branding in international tourist hotels and to investigate the impact of internal branding and employee brand commitment on employee brand behavior. Based on the results of 661 questionnaires returned from a sample of international tourist hotels in Taiwan, internal branding and employee brand commitment have a significant effect on employee brand behavior. Moreover, internal branding and employee brand commitment and behavior differ significantly according to personal variables such as age and work experience, and in different categories of tourist hotels. The results of this study imply that hoteliers could shape employee attitudes and behavior through internal branding, and it is therefore recommended that internal branding be added to corporate education and training. In the extant literature on the hospitality industry, the effect of internal branding on organizational performance and effectiveness is unclear; the present study contributes to academic research in clarifying this link.

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References

1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 2000Cultivating Service Brand Equity 2001Corporate branding and corporate brand performance 1976Comparative research methodology: Cross‐cultural studies 2011Brand equity, brand loyalty and consumer satisfaction 2008A model of customer-based brand equity and its application to multiple destinations 2004The relationship between brand equity and firms’ performance in luxury hotels and chain restaurants

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2018Managing Your Brand for Employees: Understanding the Role of Organizational Processes in Cultivating Employee Brand Equity 2019Converting internal brand knowledge into employee performance 2019A conceptual framework for identifying key employee branding dimensions: A study of hospitality industry 2019An examination of the progressive effects of hotel frontline employees’ brand perceptions on desirable service outcomes 2021An examination of customer relationship management dimensions and employee-based brand equity: A study on ride-hailing industry in Saudi Arabia

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