The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

2016 ◽  
Vol 50 (9/10) ◽  
pp. 1575-1601 ◽  
Author(s):  
Rico Piehler ◽  
Ceridwyn King ◽  
Christoph Burmann ◽  
Lina Xiong
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Service Organizations ◽  
Brand Commitment ◽  
Brand Identification ◽  
Content Type ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Brand Understanding ◽  
Brand Citizenship Behaviour

Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes. Design/methodology/approach Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list. Findings In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents. Research limitations/implications Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships. Practical implications This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding. Originality/value This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.

Consumers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media

2018 ◽  
Vol 27 (1) ◽  
pp. 3-17 ◽  
Author(s):  
Urška Tuškej ◽  
Klement Podnar
Keyword(s):  
Social Media ◽  
Online Survey ◽  
Identity Management ◽  
Brand Management ◽  
Active Engagement ◽  
Brand Identification ◽  
Corporate Brand ◽  
Content Type ◽  
Corporate Brands ◽  
Brand Prestige

Purpose This paper aims to examine relationships between consumer-brand identification (CBI), brand prestige (BP), brand anthropomorphism (BA) and consumers’ active engagement in brand activities on social media in corporate brand settings. Design/methodology/approach Data collected with an online survey on a sample randomly drawn from an online panel of consumers were used to test the proposed theoretical model. Findings Anthropomorphism and prestige of corporate brands were found to positively influence consumer-brand identification. Also, CBI positively affects consumers’ active engagement and fully mediates the effect of BP and BA on consumers-brand engagement (CBE) with corporate brands. Research limitations/implications Further research in other markets and on a broader set of corporate brands would additionally validate results and enable comparisons of impacts among different brand categories. The data were gathered in one country, so further research in other markets would additionally validate results of this study. Practical implications Chief executives responsible for corporate brand management are provided with some insights on how appropriate corporate brand identity management can strengthen CBI and stimulate CBE on social media. Originality/value This paper provides some novel insights into the research on consumer-brand identification. It is the first study (to the authors’ knowledge) that empirically supports the positive influence of brand anthropomorphism on CBI in corporate brand settings. It also contributes to the clarification of previously inconsistent results of the influence of BP on CBI. By showing that consumers’ identification with a corporate brand plays a vital role in increasing consumers’ active engagement on social media, the study contributes to the relatively sparse body of research on CBE.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

scholarly journals Revisiting customer loyalty toward mobile e-commerce in the hospitality industry: does brand viscosity matter?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jialin Snow Wu ◽  
Shun Ye ◽  
Chen Jerry Zheng ◽  
Rob Law
Keyword(s):  
Online Survey ◽  
Brand Management ◽  
Switching Costs ◽  
Mobile App ◽  
Integrative Model ◽  
Equation Modeling ◽  
Content Type ◽  
Affective Factors ◽  
Positive Effects ◽  
The Impact

Purpose To better understand how to retain hospitality customers in the fierce competition among mobile applications, this study aims to propose and empirically validates an integrative framework, which elaborates how conscious and subconscious factors, together with affective factors, may induce app loyalty and how brand viscosity moderates such effects. Design/methodology/approach The authors conducted an online survey to collect data and received a total of 268 valid responses. This study splits the data into two groups (brand viscosity vs non-viscosity). Then, the authors performed a multi-group structural equation modeling with Chi-square difference tests to compare the model between the two groups. Findings The findings support the integrative model and reveal that the influence of app satisfaction on loyalty is stronger for app users who do not stick to one brand across the website and mobile app channels. Moreover, for those with brand viscosity, habit and switching cost are two significant determinants that exert positive effects in inducing app loyalty. Research limitations/implications Brand viscosity across different channels matters for the effects of habit and switching costs in shaping app loyalty. E-commerce managers should elaborate on brand management among various booking channels and establish effective digital marketing strategies to facilitate the formation of usage habits and switching costs and to enhance brand viscosity across channels. Originality/value This research advances the knowledge of app loyalty in hospitality by providing a comprehensive explanatory framework from affective, conscious and subconscious lenses. This research is among the first to unveil the impact of brand viscosity on the links between loyalty and its determinants.

scholarly journals Big data and analytics in tourism and hospitality: opportunities and risks

2020 ◽  
Vol 6 (3) ◽  
pp. 257-262 ◽  
Author(s):  
Anca Yallop ◽  
Hugues Seraphin
Keyword(s):  
Big Data ◽  
Data Management ◽  
Data Governance ◽  
Privacy And Security ◽  
Content Type ◽  
Data Ethics ◽  
Technological Advances ◽  
International Tourist ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Purpose The purpose of this paper is to examine and provide insights into one of the most influential technologies impacting the tourism and hospitality industry over the next five years, i.e. big data and analytics. It reflects on both opportunities and risks that such technological advances create for both consumers and tourism organisations, highlighting the importance of data governance and processes for effective and ethical data management in both tourism and hospitality. Design/methodology/approach This paper is based on a review of academic and industry literature and access to trends data and information from a series of academic and industry databases and reports to examine how big data and analytics shape the future of the industry and the associated risks and opportunities. Findings This paper identifies and examines key opportunities and risks posed by the rising technological trend of big data and analytics in tourism and hospitality. While big data is generally regarded as beneficial to tourism and hospitality organisations, there are extensively held ethical, privacy and security concerns about it. Therefore, the paper is making the case for more research on data governance and data ethics in tourism and hospitality and posits that to successfully use data for competitive advantage, tourism and hospitality organisations need to solely expand compliance-based data governance frameworks to frameworks that include more effective privacy and ethics data solutions. Originality/value This paper provides useful insights into the use of big data and analytics for both researchers and practitioners and offers new perspectives on the debate on data governance and ethical data management in both tourism and hospitality. Because forecasts from the UNWTO indicate a significant increase in international tourist arrivals (1.8 billion tourist arrivals by 2030), the ways tourism and hospitality organisations manage customers’ data become important.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Xuebing Dong ◽  
Ziwei Luo ◽  
Rui Guo
Keyword(s):  
Community Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Identity Theory ◽  
Theoretical Framework ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Community ◽  
Brand Identification ◽  
Content Type

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

Unraveling the fuzzy predictors of stress at work

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sanaz Vatankhah ◽  
Mona Bouzari ◽  
Homayoun Pasha Safavi
Keyword(s):  
Hospitality Industry ◽  
Current Knowledge ◽  
Fuzzy Theory ◽  
Research Attention ◽  
Content Type ◽  
Workplace Stressors ◽  
Mental Demand ◽  
Tourism And Hospitality Industry ◽  
Stress At Work ◽  
Tourism And Hospitality

Purpose This study aims to identify and rank the significant determinants of stress among tourism and hospitality employees. Design/methodology/approach A mixed-method approach is used to identify and rank workplace stressors. Particularly, the synthesis of relative literature and interview with the panel of experts resulted in the preliminary identification of workplace stressors. Underpinned by fuzzy theory, in addition, the fuzzy analytical hierarchy process is used to rank identified criteria and relative sub-criteria. Findings Results of three-wave investigation lead to an index comprising key components and weighted ranking of workplace stressors in the tourism and hospitality industry with job characteristics as the most important criteria and mental demand as the most salient sub-criteria influencing stress at work. Research limitations/implications The pattern of findings enhances the current knowledge regarding significant workplace stressors in the tourism and hospitality industry. Practical implications Compositional framework and the weight-based ranking of identified components may act as a source of strategic solution for managers to reduce and manage stress among employees. Originality/value Workplace stressors have attracted considerable research attention, however, no general consensus yet exists among scholars and practitioners conferring to the key composition and relative importance of workplace stressors.

scholarly journals Employees’ evaluative repertoires of tourism and hospitality jobs

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Anna Schneider ◽  
Corinna Treisch
Keyword(s):  
Cultural Context ◽  
Working Hours ◽  
Tourism Industry ◽  
Content Type ◽  
Job Attributes ◽  
Hierarchical Bayesian Analysis ◽  
Job Preferences ◽  
Flexible Working Hours ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Purpose This paper aims to examine employees’ evaluative repertoires of tourism and hospitality jobs and segments them based on a set of job attribute preferences. Understanding the social–cultural underpinnings of employees’ job preferences is vital if employers are to overcome the challenging task of finding and retaining talented employees in the tourism and hospitality industry. Design/methodology/approach A discrete-choice experiment with waiters, barkeepers, cooks and front-desk employees working in the Tyrolean tourism industry was conducted. Employees were categorized into distinct segments using a hierarchical Bayesian analysis and a cluster analysis. Findings Results show that flexible working hours and the ability to balance professional and private aspirations are the most important job attributes for employees. Overall, the evaluative repertoires of the “green” and “domestic (family)” conventions are most prevalent. Research limitations/implications This study contributes to literature on talent management by providing insights into employees’ evaluations of jobs and their evaluative repertoires embedded in the broader social–cultural context. Practical implications Industry representatives and employers can adapt their recruiting and retention strategies based on employees’ job preferences. Social implications Adapting job attributes according to employees’ evaluative repertoires helps to ensure the long-term sustainability of the industry workforce. Originality/value Applying the Economics of Convention (EC) perspective, combining organizational job attributes and socially embedded evaluative repertoires provides a new approach to analysing and understanding employees’ job preferences.

scholarly journals COVID-19: potential effects on Chinese citizens’ lifestyle and travel

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jun Wen ◽  
Metin Kozak ◽  
Shaohua Yang ◽  
Fang Liu
Keyword(s):  
Public Health ◽  
Hospitality Industry ◽  
Travel Behaviour ◽  
Tourism Industry ◽  
Consumption Patterns ◽  
Content Type ◽  
The Future ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality ◽  
Chinese Travellers

Purpose The 2019 novel coronavirus (COVID-19) outbreak is projected to have adverse consequences on the global tourism and hospitality industry. This paper aims to examine how the outbreak may alter Chinese tourists’ lifestyle choices, travel behaviour and tourism preferences in the short and long term. Design/methodology/approach This paper is based on the synthesis of news broadcasted by several media outlets to be supported by an overview of the related literature on tourism marketing, tourism management and tourist behaviour. The authors’ experiences investigating trends in tourism and hospitality at the local and international level have also contributed to the study. Findings This paper predicts that COVID-19 will likely affect Chinese travellers’ consumption patterns, such as the growing popularity of free and independent travel, luxury trips and health and wellness tourism. New forms of tourism including slow tourism and smart tourism may also drive future tourism activities. Such changes are likely to force businesses to reconsider their service designs and distribution channels. Research limitations/implications While Chinese and other potential visitors rethink how they travel, professionals, too, should reflect upon how to bring positive or negative changes to the tourism industry following this pandemic. Subsequent research should also consider how to mitigate the effects of similar public health crises in the future. Practical implications Recommendations for industry practitioners and policymakers focus on tailoring travel arrangements to tourists’ backgrounds. The suggestions may help to alleviate outbreak-related stress, offer travellers newly enriching experiences and partially mitigate the effects of COVID-19 on the tourism and hospitality industry. These recommendations can also apply more broadly to global tourist markets. Social implications The COVID-19 outbreak has already brought significant impacts to nearly every society and industry. Tourism scholars and practitioners should carefully consider this tragedy and how it may inform industry and social practices. This and other public health crises represent sterling opportunities to view the industry holistically in terms of its effects on the environment, climate and travellers themselves. Originality/value This paper presumably represents a frontier study, critically examining the possible impacts of COVID-19 on Chinese travellers’ consumption patterns and how the tourism and hospitality industry may respond to such changes in the future.

Consumers' perceptions and responses towards online retailers' CSR

2020 ◽  
Vol 48 (12) ◽  
pp. 1277-1299
Author(s):  
Van Thac Dang ◽  
Ninh Nguyen ◽  
Jianming Wang
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Social Trust ◽  
Current Knowledge ◽  
Mediating Effect ◽  
Brand Identification ◽  
Content Type ◽  
Online Retailers ◽  
Consumer Purchase Intention ◽  
The Relationship

PurposeAnchored on social trust theory, social identity theory and signalling theory, this study investigates the process of how consumers respond to online retailers' corporate social responsibility (CSR).Design/methodology/approachFollowing the hypo-deductive research design, a unique model was developed to link online retailers' CSR with consumer purchase intention through brand identification and word of mouth (WOM). This model was subsequently tested and validated by conducting an online survey to 239 customers of a major online retailer in China, that is, JD.com.FindingsAnalysis using structural equation modelling demonstrates that online retailers' CSR is positively associated with consumer purchase intention, and brand identification positively mediates such an association. In addition, WOM exhibits a mediating effect on the relationship between perceived online retailers' CSR and consumer purchase intention and between brand identification and consumer purchase intention.Practical implicationsOnline retailers must endeavour to employ CSR as a strategy to enhance consumer purchase intention and behaviour. Moreover, they should develop communication programmes that highlight their engagement in CSR activities to improve their brand image and facilitate consumers' positive WOM.Originality/valueTo the best of the researchers' knowledge, this study is the first to examine the mediating roles of brand identification and WOM in the relationship between online retailers' CSR and customer purchase intention. Furthermore, this study extends current knowledge about online retailers' CSR and its potential impact in emerging economies by focussing on the context of China.

Reflections on the theme issue outcomes

2016 ◽  
Vol 8 (3) ◽  
pp. 397-402
Author(s):  
Marina Sheresheva ◽  
John Kopiski ◽  
Richard Teare
Keyword(s):  
Hospitality Industry ◽  
Success Factors ◽  
Experience Economy ◽  
Theme Issue ◽  
Content Type ◽  
Starting Point ◽  
Detailed Assessment ◽  
Hospitality And Tourism ◽  
Tourism And Hospitality Industry ◽  
Tourism And Hospitality

Purpose This study aims to profile the Worldwide Hospitality and Tourism Themes (WHATT) issue “What are the main trends, challenges and success factors in the Russian hospitality and tourism market in the experience economy era?” with reference to the experiences of the theme editors, contributors from industry and academia and the theme issue outcomes. Design/methodology/approach This study uses structured questions to enable the theme editors to reflect on the rationale for their theme issue question, the starting point, the selection of the writing team and material and the editorial process. Findings This study provides a framework to facilitate discussion between all stakeholders in Russia’s tourism and hospitality industry; it identifies ways of improving competitiveness as a tourist destination and contributes to thinking about sustainable development. Practical implications Reports on dialogue between Russian academics and industry practitioners related to the challenges, opportunities and success factors that are important for the development of the tourism and hospitality industry in Russia. Originality/value This is the first detailed assessment of the opportunities and mechanisms for creating memorable tourist experiences in Russia. The theme issue also identifies the main problems relating to the development of tourism and hospitality, the implications for industry and the solutions needed to address them.

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