Archive
Internal Brand Management in the Tourism Industry: Interaction Effect of Employee Engagement, Brand Commitment and Retentio
Authors
Fatma Oğuz, Pelin Bayram
Abstract
Internal brand management plays an important role in shaping organizational behavior and outcomes in different fields, including the accommodation industry. This research investigates the interplay between internal brand management practices, employee engagement, brand commitment, and intention to stay within the organization. Based on a comprehensive review of the literature, this study posits some hypotheses and subsequently uses a questionnaire survey among frontline personnel working in the hotel industry. The methodology includes hypothesis generation, survey instrument design, research structure, data collection methods, sampling techniques and sample size determination, questionnaire construction, tool selection for measurement of the variables, development, and implementation plan. Data analysis would be done for the validity and reliability of the instrument, descriptive statistics, hypothesis testing using techniques like ANOVA, correlation, and regression, as well as moderation analysis. The results provide light on the connections between internal brand management, employee engagement, brand commitment, and intention to stay. Theoretical, methodological contributions and managerial implications are discussed along with the limits of the study and directions for future work. In the end, this study contributes to a better understanding of why and how internal brand management works in relation to organizational outcomes using a lens from the hotel sector.
Keywords
Internal brand management, employee engagement, brand commitment, intention to stay, hospitality industry, organizational behavior, frontline employees, survey research, data analysis, moderation.
DOI
References
Albrecht, S. L. (2010). Handbook of employee engagement: Perspectives, issues, research, and practice. Edward Elgar Publishing.
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501- 517.
Bakker, A. B., & Demerouti, E. (2008). Towards a model of work engagement. Career Development International, 13(3), 209-223.
Balmer, J. M. T. (2010). Explicating ethical corporate marketing. Marketing Theory, 10(4), 393-417.
Balmer, J. M. T. (2013). Corporate heritage identity and corporate heritage brands: An introduction. In J. M. T. Balmer (Ed.), Corporate heritage identities, corporate heritage brands (pp. 1-19). Routledge.
Balmer, J. M. T. (2013). Stakeholder brand orientation: Resolving the paradox of competing normative brand theories. Journal of Business Ethics, 113(1), 1-18.
Balmer, J. M. T., & Greyser, S. A. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. Routledge.
Balmer, J. M. T., & Greyser, S. A. (2006). Corporate Marketing: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image, and Corporate Reputation. European Journal of Marketing, 40(7/8), 730-741.
Bedarkar, M., & Pandita, D. (2014). A study on the drivers of employee engagement impacting employee performance. Procedia - Social and Behavioral Sciences, 133, 106-115.
Buil, I., Martínez, E., & Matute, J. (2016). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256-271. https://doi.org/10.1016/j.tourman.2016.06.009
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. Journal of Brand Management, 12(4), 279-300.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284.
Burmann, C., Zeplin, S., & Riley, N. (2010). Key determinants of internal branding success: An exploratory empirical analysis. Journal of Brand Management, 17(6), 403-419.
Brown, A., Hecker, K. G., Bok, H., & Ellaway, R. H. (2020). Strange Bedfellows: Exploring methodological intersections between realist inquiry and structural equation modeling. Journal of Mixed Methods Research. https://doi.org/10.1177/1558689820970692
Cassie, R. M. (1962). Frequency distribution models in the ecology of plankton and other organisms. The Journal of Animal Ecology, 1(1), 65-92.
Chatman, J.A. (1991), “Matching people and organization: selection and socialization in public accounting firms”, Administrative Science Quarterly, Vol. 36, pp. 459-84.
Ching-Ying Huang, & Chia-Hsien Lai. (2018). Effects of internal branding management in a hospital context. The Service Industries Journal. https://doi.org/10.1080/02642069.2018.1491969
Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91. doi:10.1108/IJBM-02-2014-0031
Dvir, T., Eden, D., Avolio, B. J., & Shamir, B. (2002). Impact of transformational leadership on follower development and performance: A field experiment. Academy of Management Journal, 45(4), 735-744.
Eisenberger, R., Huntington, R., Hutchison, S., & Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500–507.
Eisenberger, R., Shoss, M. K., Karagonlar, G., Gonzalez-Morales, M. G., & Wickham, R. E. (2010). The relationship of intrinsic job satisfaction to employee engagement: A moderated-mediation model. Human Resource Management, 49(2), 401-421.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
Ford, J. A., Jones, A., Wong, G., Clark, A., Porter, T., & Steel, N. (2018). Access to primary care for socioeconomically disadvantaged older people in rural areas: Exploring realist theory using structural equation modelling in a linked dataset. BMC Medical Research Methodology, 18(1), 57 https://doi.org/10.1186/s12874-018-0514-x
Halbesleben, J. R. B., & Wheeler, A. R. (2008). The relative roles of engagement and embeddedness in predicting job performance and intention to leave. Work & Stress, 22(3), 242-256.
Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.
Harter, J. K., Schmidt, F. L., & Hayes, T. L. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2), 268-279.
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041-1064.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604.
Hom, P. W., Lee, T. W., Shaw, J. D., & Hausknecht, J. P. (2012). One hundred years of employee turnover theory and research. Journal of Applied Psychology, 87(6), 883–991.
Ind, N. (2003). The corporate brand. Macmillan International Higher Education.
Ind, N. (2007). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page Publishers.
Jibril, I. A., & Yeşiltaş, M. (2022). Employee Satisfaction, Talent Management Practices and Sustainable Competitive Advantage in the Northern Cyprus Hotel Industry. Sustainability, 14(12), 7082. https://doi.org/10.3390/su14127082
Kacmar, K. M., Bozeman, D. P., Carlson, D. S., & Anthony, W. P. (2003). An examination of the perceptions of organizational politics model: Replication and extension. Human Relations, 56(5), 537–566.
Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.
Karatepe, O. M. (2013). High-performance work practices and hotel employee performance: The mediation of work engagement.
International Journal of Hospitality Management, 32, 132-140.
Karatepe, O. M., Rezapouraghdam, H., & Hassannia, R. (2020). Does employee engagement mediate the influence of psychological contract breach on proenvironmental behaviors and intent to remain with the organization in the hotel industry? Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2020.1812142
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1/2), 74-81.
Khairy, H. A., Agina, M. F., Aliane, N., & Hashad, M. E. (2023). Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior. Sustainability, 15, 4530. https://doi.org/10.3390/su15054530
King, C., & Grace, D. (2008). Internal branding: Exploring the employee's perspective. Journal of Brand Management, 15(5), 358-372.
King, C. (2010). One size doesn't fit all: Tourism and hospitality employees' response to internal brand management. International Journal of Contemporary Hospitality Management, 22(4), 517-534.
King, C., and D. Grace. 2012. Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing 46 (3/4): 469–488.
Koo, B., & Curtis, C. (2019). An examination of the role of internal brand management: impact of contractual models. Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2019.1650155
Lambert, V. A., & Lambert, C. E. (2012). Qualitative Descriptive Research: An Acceptable Design. Pacific Rim International Journal of Nursing Research, 16, 255-256.
Lauver, K.J. and Kristof-Brown, A. (2001), “Distinguishing between employees’ perceptions of person-job and person-organization fit”, Journal of Vocational Behavior, Vol. 59, pp. 454-70.
Lawler, J., & Molluzzo, J. C. (2016). A perception study of computer science and information systems students on bullying prevalence in the information systems profession. Contemporary Issues in Education Research (CIER), 9(3), 137-144.
Lee, Y. K., Kim, S., & Kim, S. Y. (2014). The impact of internal branding on employee engagement and outcome variables in the hotel industry. Asia Pacific Journal of Tourism Research, 19(12), 1359-1380.
Lee, Y.-K., Kim, S., Lee, K. H., & Li, D.-X. (2014). The impact of CSR on relationship quality and relationship outcomes: A perspective of service employees. International Journal of Hospitality Management, 41, 99-106.
Leijerholt, U. (2021). What about context in internal brand management? Understanding employee brand commitment in the public sector. Journal of Marketing Management, 37(13-14), 1243-1266. https://doi.org/10.1080/0267257X.2021.1909106
Leijerholt, U., Biedenbach, G., & Hultén, P. (2022). Internal brand management in the public sector: The effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), 442-465. https://doi.org/10.1080/14719037.2020.1834607
Macey, W. H., & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1(1), 3-30.
Markos, S., & Sridevi, M. S. (2010). Employee engagement: The key to improving performance. International Journal of Business and Management, 5(12), 89-96.
Memon, R. H., Kazi, A. G., Zubedi, M. Y., & Ansari, A. (2019). Factors Affecting Impulse Purchase Behavior in Hyderabad Marketing Perspective. International Journal of Entrepreneurial Research, 2(1), 20-24.
Mishra, K. E., & Mishra, A. (2018). Employee engagement: A driver of organizational effectiveness. European Journal of Training and Development, 42(5/6), 365-383.
Morhart, F. M., Herzog,W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122 - 142.
Park, S., K. Johnson, and S. Chaudhuri. 2019. Promoting work engagement in the hotel sector: Review and análisis. Management Research Review 42 (8): 971–990.
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575–1601. doi:10.1108/EJM-11-2014-0725
Piehler, R. 2018. Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management 25: 217–234.
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.
Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: An enabler of employees' brand-supporting behaviours. Journal of Service Management, 20(2), 209-226.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. doi:10.1108/03090561111151871
Qureshi, F. N., Bashir, S., Mahmood, A., Ahmad, S., Attiq, S., & Zeeshan, M. (2022). Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. PLoS ONE, 17(3), e0264379. https://doi.org/10.1371/journal.pone.0264379
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617-635.
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617-635.
Ron, A. (2002). Regression analysis and the philosophy of social science. Journal of Critical Realism, 1(1),119–142. https://doi.org/10.1558/jocr.v1i1.119
Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600-619.
Santosh, B., & Sharan, M. (2017a). Visual merchandising: An effective tool for fashion retailing. Global Journal of Management and Business Research, 1(1), 45-66.
Schaufeli, W. B., & Bakker, A. B. (2004). Job demands, job resources, and their relationship with burnout and engagement: A multi-sample study. Journal of Organizational Behavior, 25(3), 293-315.
Schaufeli, W. B., Bakker, A. B., & Salanova, M. (2006). The measurement of work engagement with a short questionnaire: A cross-national study. Educational and Psychological Measurement, 66(4), 701–716. https://doi.org/10.1177/0013164405282471
Schultz, M., & Hatch, M. J. (2006). The Cycles of Corporate Branding: The Case of the LEGO Company. California Management Review, 48(1), 6-26.
Schultz, M., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach. Macmillan International Higher Education.
Shafia, S., & Seyyed Naghavi, M. (2019). Internal Brand Management Model in Tehran Hotels. Bagh-e Nazar, 15(68), 27-40. https://doi.org/10.22034/bagh.2019.81655
Smith, A. N. (2017, September 4). Why branding is important for both internal and external success.Retrieved from https://www.hospitalitynet.org/opinion/4084259.html.
Spector, P. E. (1997). Job satisfaction: Application, assessment, causes, and consequences. Sage Publications, Inc.
Tkalac Verˇciˇc, A., & Poloˇski Voki´c, N. (2017). Engaging employees through internal communication. Public Relations Review, 43(5), 885–893.
Ulrika Leijerholt, Galina Biedenbach, & Peter Hultén. (2022). Internal brand management in the public sector: The effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), 442-465. https://doi.org/10.1080/14719037.2020.1834607
Vallaster, C., & de Chernatony, L. (2006). Internal brand building and structuration: The role of leadership. European Journal of Marketing, 40(7/8), 761-784.
Vandenberghe, C. (1999), “Organizational culture, person-culture fit, and turnover: a replication in the health care industry”, Journal of Organizational Behavior, Vol. 20, pp. 175-84.
Wagner, O., Peters, M., & Schuckert, M. R. (2009). Internal branding in tourism destinations: Implications for tourism policy and research. International Journal of Tourism Policy, 2(4), 274–288.
Wang, C. J., Tsai, H. T., & Tsai, M. T. (2014). Linking transformational leadership and employee creativity in the hospitality industry: The influences of creative role identity, creative self-efficacy, and job complexity. Tourism Management, 40(February), 79-89
Wang, Y.-C., Yang, J., & Yang, C.-E. (2019). Hotel internal branding: A participatory action study with a case hotel. Journal of Hospitality and Tourism Management, 40, 31-39. https://doi.org/10.1016/j.jhtm.2019.05.002
Watson, A.W., B. Taheri, S. Glasgow, and K.D. O’Gorman. 2018. Branded restaurants employees’ personal motivation, flow and commitment: The role of age, gender and length of service. International Journal of Contemporary Hospitality Management 30 (3): 1845–1862.
Westhorp, G. (2014). Realist Impact evaluation: An introduction. Research and Policy Development, September.
Welch, M. (2011). The evolution of the employee engagement concept: Communication implications. Corporate Communications: An International Journal, 16(4), 328–346.
Xiong, L., & King, C. (2019). Aligning employees’ attitudes and behavior with external brand positioning: A study of hotel frontline employees. Journal of Hospitality Marketing & Management, 28(2), 179-196.
Yong-Ki Lee, Sally Kim, & Sun Yong Kim. (2014). The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry. Asia Pacific Journal of Tourism Research, 19(12), 1359-1380. https://doi.org/10.1080/10941665.2013.863790
Zachariadis, M., Scott, S., & Barrett, M. (2013). Methodological implications of realism for mixed methods research. MIS Quarterly, 37(3), 855–880. https://doi.org/10.25300/MISQ/2013/37.3.09
Backhaus, K., & Tikoo, S. (2004). Conceptualizing and researching employer branding. Career Development International, 9(5), 501- 517.
Bakker, A. B., & Demerouti, E. (2008). Towards a model of work engagement. Career Development International, 13(3), 209-223.
Balmer, J. M. T. (2010). Explicating ethical corporate marketing. Marketing Theory, 10(4), 393-417.
Balmer, J. M. T. (2013). Corporate heritage identity and corporate heritage brands: An introduction. In J. M. T. Balmer (Ed.), Corporate heritage identities, corporate heritage brands (pp. 1-19). Routledge.
Balmer, J. M. T. (2013). Stakeholder brand orientation: Resolving the paradox of competing normative brand theories. Journal of Business Ethics, 113(1), 1-18.
Balmer, J. M. T., & Greyser, S. A. (2003). Revealing the corporation: Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing. Routledge.
Balmer, J. M. T., & Greyser, S. A. (2006). Corporate Marketing: Integrating Corporate Identity, Corporate Branding, Corporate Communications, Corporate Image, and Corporate Reputation. European Journal of Marketing, 40(7/8), 730-741.
Bedarkar, M., & Pandita, D. (2014). A study on the drivers of employee engagement impacting employee performance. Procedia - Social and Behavioral Sciences, 133, 106-115.
Buil, I., Martínez, E., & Matute, J. (2016). From internal brand management to organizational citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism Management, 57, 256-271. https://doi.org/10.1016/j.tourman.2016.06.009
Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioral approach to internal brand management. Journal of Brand Management, 12(4), 279-300.
Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284.
Burmann, C., Zeplin, S., & Riley, N. (2010). Key determinants of internal branding success: An exploratory empirical analysis. Journal of Brand Management, 17(6), 403-419.
Brown, A., Hecker, K. G., Bok, H., & Ellaway, R. H. (2020). Strange Bedfellows: Exploring methodological intersections between realist inquiry and structural equation modeling. Journal of Mixed Methods Research. https://doi.org/10.1177/1558689820970692
Cassie, R. M. (1962). Frequency distribution models in the ecology of plankton and other organisms. The Journal of Animal Ecology, 1(1), 65-92.
Chatman, J.A. (1991), “Matching people and organization: selection and socialization in public accounting firms”, Administrative Science Quarterly, Vol. 36, pp. 459-84.
Ching-Ying Huang, & Chia-Hsien Lai. (2018). Effects of internal branding management in a hospital context. The Service Industries Journal. https://doi.org/10.1080/02642069.2018.1491969
Du Preez, R., & Bendixen, M. T. (2015). The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay. International Journal of Bank Marketing, 33(1), 78–91. doi:10.1108/IJBM-02-2014-0031
Dvir, T., Eden, D., Avolio, B. J., & Shamir, B. (2002). Impact of transformational leadership on follower development and performance: A field experiment. Academy of Management Journal, 45(4), 735-744.
Eisenberger, R., Huntington, R., Hutchison, S., & Sowa, D. (1986). Perceived organizational support. Journal of Applied Psychology, 71(3), 500–507.
Eisenberger, R., Shoss, M. K., Karagonlar, G., Gonzalez-Morales, M. G., & Wickham, R. E. (2010). The relationship of intrinsic job satisfaction to employee engagement: A moderated-mediation model. Human Resource Management, 49(2), 401-421.
Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business research, 54(2), 177-184.
Ford, J. A., Jones, A., Wong, G., Clark, A., Porter, T., & Steel, N. (2018). Access to primary care for socioeconomically disadvantaged older people in rural areas: Exploring realist theory using structural equation modelling in a linked dataset. BMC Medical Research Methodology, 18(1), 57 https://doi.org/10.1186/s12874-018-0514-x
Halbesleben, J. R. B., & Wheeler, A. R. (2008). The relative roles of engagement and embeddedness in predicting job performance and intention to leave. Work & Stress, 22(3), 242-256.
Harris, F., & De Chernatony, L. (2001). Corporate branding and corporate brand performance. European Journal of Marketing, 35(3/4), 441-456.
Harter, J. K., Schmidt, F. L., & Hayes, T. L. (2002). Business-unit-level relationship between employee satisfaction, employee engagement, and business outcomes: A meta-analysis. Journal of Applied Psychology, 87(2), 268-279.
Hatch, M. J., & Schultz, M. (2003). Bringing the corporation into corporate branding. European Journal of Marketing, 37(7/8), 1041-1064.
Hatch, M. J., & Schultz, M. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons.
Hatch, M. J., & Schultz, M. (2010). Toward a theory of brand co-creation with implications for brand governance. Journal of Brand Management, 17(8), 590-604.
Hom, P. W., Lee, T. W., Shaw, J. D., & Hausknecht, J. P. (2012). One hundred years of employee turnover theory and research. Journal of Applied Psychology, 87(6), 883–991.
Ind, N. (2003). The corporate brand. Macmillan International Higher Education.
Ind, N. (2007). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page Publishers.
Jibril, I. A., & Yeşiltaş, M. (2022). Employee Satisfaction, Talent Management Practices and Sustainable Competitive Advantage in the Northern Cyprus Hotel Industry. Sustainability, 14(12), 7082. https://doi.org/10.3390/su14127082
Kacmar, K. M., Bozeman, D. P., Carlson, D. S., & Anthony, W. P. (2003). An examination of the perceptions of organizational politics model: Replication and extension. Human Relations, 56(5), 537–566.
Kahn, W. A. (1990). Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal, 33(4), 692-724.
Karatepe, O. M. (2013). High-performance work practices and hotel employee performance: The mediation of work engagement.
International Journal of Hospitality Management, 32, 132-140.
Karatepe, O. M., Rezapouraghdam, H., & Hassannia, R. (2020). Does employee engagement mediate the influence of psychological contract breach on proenvironmental behaviors and intent to remain with the organization in the hotel industry? Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2020.1812142
Keller, K. L., & Richey, K. (2006). The importance of corporate brand personality traits to a successful 21st century business. Journal of Brand Management, 14(1/2), 74-81.
Khairy, H. A., Agina, M. F., Aliane, N., & Hashad, M. E. (2023). Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior. Sustainability, 15, 4530. https://doi.org/10.3390/su15054530
King, C., & Grace, D. (2008). Internal branding: Exploring the employee's perspective. Journal of Brand Management, 15(5), 358-372.
King, C. (2010). One size doesn't fit all: Tourism and hospitality employees' response to internal brand management. International Journal of Contemporary Hospitality Management, 22(4), 517-534.
King, C., and D. Grace. 2012. Examining the antecedents of positive employee brand-related attitudes and behaviours. European Journal of Marketing 46 (3/4): 469–488.
Koo, B., & Curtis, C. (2019). An examination of the role of internal brand management: impact of contractual models. Journal of Hospitality Marketing & Management. https://doi.org/10.1080/19368623.2019.1650155
Lambert, V. A., & Lambert, C. E. (2012). Qualitative Descriptive Research: An Acceptable Design. Pacific Rim International Journal of Nursing Research, 16, 255-256.
Lauver, K.J. and Kristof-Brown, A. (2001), “Distinguishing between employees’ perceptions of person-job and person-organization fit”, Journal of Vocational Behavior, Vol. 59, pp. 454-70.
Lawler, J., & Molluzzo, J. C. (2016). A perception study of computer science and information systems students on bullying prevalence in the information systems profession. Contemporary Issues in Education Research (CIER), 9(3), 137-144.
Lee, Y. K., Kim, S., & Kim, S. Y. (2014). The impact of internal branding on employee engagement and outcome variables in the hotel industry. Asia Pacific Journal of Tourism Research, 19(12), 1359-1380.
Lee, Y.-K., Kim, S., Lee, K. H., & Li, D.-X. (2014). The impact of CSR on relationship quality and relationship outcomes: A perspective of service employees. International Journal of Hospitality Management, 41, 99-106.
Leijerholt, U. (2021). What about context in internal brand management? Understanding employee brand commitment in the public sector. Journal of Marketing Management, 37(13-14), 1243-1266. https://doi.org/10.1080/0267257X.2021.1909106
Leijerholt, U., Biedenbach, G., & Hultén, P. (2022). Internal brand management in the public sector: The effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), 442-465. https://doi.org/10.1080/14719037.2020.1834607
Macey, W. H., & Schneider, B. (2008). The meaning of employee engagement. Industrial and Organizational Psychology, 1(1), 3-30.
Markos, S., & Sridevi, M. S. (2010). Employee engagement: The key to improving performance. International Journal of Business and Management, 5(12), 89-96.
Memon, R. H., Kazi, A. G., Zubedi, M. Y., & Ansari, A. (2019). Factors Affecting Impulse Purchase Behavior in Hyderabad Marketing Perspective. International Journal of Entrepreneurial Research, 2(1), 20-24.
Mishra, K. E., & Mishra, A. (2018). Employee engagement: A driver of organizational effectiveness. European Journal of Training and Development, 42(5/6), 365-383.
Morhart, F. M., Herzog,W., & Tomczak, T. (2009). Brand-specific leadership: Turning employees into brand champions. Journal of Marketing, 73(5), 122 - 142.
Park, S., K. Johnson, and S. Chaudhuri. 2019. Promoting work engagement in the hotel sector: Review and análisis. Management Research Review 42 (8): 971–990.
Piehler, R., King, C., Burmann, C., & Xiong, L. (2016). The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour. European Journal of Marketing, 50(9/10), 1575–1601. doi:10.1108/EJM-11-2014-0725
Piehler, R. 2018. Employees’ brand understanding, brand commitment, and brand citizenship behaviour: A closer look at the relationships among construct dimensions. Journal of Brand Management 25: 217–234.
Punjaisri, K., & Wilson, A. (2007). The role of internal branding in the delivery of employee brand promise. Journal of Brand Management, 15(1), 57-70.
Punjaisri, K., Evanschitzky, H., & Wilson, A. (2009). Internal branding: An enabler of employees' brand-supporting behaviours. Journal of Service Management, 20(2), 209-226.
Punjaisri, K., & Wilson, A. (2011). Internal branding process: Key mechanisms, outcomes and moderating factors. European Journal of Marketing, 45(9/10), 1521–1537. doi:10.1108/03090561111151871
Qureshi, F. N., Bashir, S., Mahmood, A., Ahmad, S., Attiq, S., & Zeeshan, M. (2022). Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. PLoS ONE, 17(3), e0264379. https://doi.org/10.1371/journal.pone.0264379
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617-635.
Rich, B. L., Lepine, J. A., & Crawford, E. R. (2010). Job engagement: Antecedents and effects on job performance. Academy of Management Journal, 53(3), 617-635.
Ron, A. (2002). Regression analysis and the philosophy of social science. Journal of Critical Realism, 1(1),119–142. https://doi.org/10.1558/jocr.v1i1.119
Saks, A. M. (2006). Antecedents and consequences of employee engagement. Journal of Managerial Psychology, 21(7), 600-619.
Santosh, B., & Sharan, M. (2017a). Visual merchandising: An effective tool for fashion retailing. Global Journal of Management and Business Research, 1(1), 45-66.
Schaufeli, W. B., & Bakker, A. B. (2004). Job demands, job resources, and their relationship with burnout and engagement: A multi-sample study. Journal of Organizational Behavior, 25(3), 293-315.
Schaufeli, W. B., Bakker, A. B., & Salanova, M. (2006). The measurement of work engagement with a short questionnaire: A cross-national study. Educational and Psychological Measurement, 66(4), 701–716. https://doi.org/10.1177/0013164405282471
Schultz, M., & Hatch, M. J. (2006). The Cycles of Corporate Branding: The Case of the LEGO Company. California Management Review, 48(1), 6-26.
Schultz, M., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach. Macmillan International Higher Education.
Shafia, S., & Seyyed Naghavi, M. (2019). Internal Brand Management Model in Tehran Hotels. Bagh-e Nazar, 15(68), 27-40. https://doi.org/10.22034/bagh.2019.81655
Smith, A. N. (2017, September 4). Why branding is important for both internal and external success.Retrieved from https://www.hospitalitynet.org/opinion/4084259.html.
Spector, P. E. (1997). Job satisfaction: Application, assessment, causes, and consequences. Sage Publications, Inc.
Tkalac Verˇciˇc, A., & Poloˇski Voki´c, N. (2017). Engaging employees through internal communication. Public Relations Review, 43(5), 885–893.
Ulrika Leijerholt, Galina Biedenbach, & Peter Hultén. (2022). Internal brand management in the public sector: The effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), 442-465. https://doi.org/10.1080/14719037.2020.1834607
Vallaster, C., & de Chernatony, L. (2006). Internal brand building and structuration: The role of leadership. European Journal of Marketing, 40(7/8), 761-784.
Vandenberghe, C. (1999), “Organizational culture, person-culture fit, and turnover: a replication in the health care industry”, Journal of Organizational Behavior, Vol. 20, pp. 175-84.
Wagner, O., Peters, M., & Schuckert, M. R. (2009). Internal branding in tourism destinations: Implications for tourism policy and research. International Journal of Tourism Policy, 2(4), 274–288.
Wang, C. J., Tsai, H. T., & Tsai, M. T. (2014). Linking transformational leadership and employee creativity in the hospitality industry: The influences of creative role identity, creative self-efficacy, and job complexity. Tourism Management, 40(February), 79-89
Wang, Y.-C., Yang, J., & Yang, C.-E. (2019). Hotel internal branding: A participatory action study with a case hotel. Journal of Hospitality and Tourism Management, 40, 31-39. https://doi.org/10.1016/j.jhtm.2019.05.002
Watson, A.W., B. Taheri, S. Glasgow, and K.D. O’Gorman. 2018. Branded restaurants employees’ personal motivation, flow and commitment: The role of age, gender and length of service. International Journal of Contemporary Hospitality Management 30 (3): 1845–1862.
Westhorp, G. (2014). Realist Impact evaluation: An introduction. Research and Policy Development, September.
Welch, M. (2011). The evolution of the employee engagement concept: Communication implications. Corporate Communications: An International Journal, 16(4), 328–346.
Xiong, L., & King, C. (2019). Aligning employees’ attitudes and behavior with external brand positioning: A study of hotel frontline employees. Journal of Hospitality Marketing & Management, 28(2), 179-196.
Yong-Ki Lee, Sally Kim, & Sun Yong Kim. (2014). The Impact of Internal Branding on Employee Engagement and Outcome Variables in the Hotel Industry. Asia Pacific Journal of Tourism Research, 19(12), 1359-1380. https://doi.org/10.1080/10941665.2013.863790
Zachariadis, M., Scott, S., & Barrett, M. (2013). Methodological implications of realism for mixed methods research. MIS Quarterly, 37(3), 855–880. https://doi.org/10.25300/MISQ/2013/37.3.09