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Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in... Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction and affective brand commitment.Design/methodology/approachA field-survey method was used to target customer-contact employees of luxury chain hotels. Regression-based approach and bootstrap method (via PROCESS MACRO, Model 6) were applied to test the direct and indirect effects.FindingsThe results show that perceived external brand prestige has a strong direct effect on BCB. Through mediation analysis, this study observes that job satisfaction and affective brand commitment have significant mediation effects (i.e. individual, parallel and sequential) between employee branding dimensions and BCB. Analysing the results precisely, job satisfaction and affective brand commitment have the lowest sequential mediation effect and the greatest parallel mediation effect concerning the said relationships.Originality/valueThis study is novel in applying a three-path mediation model in the Indian hospitality context, considering a multi-dimensional perspective of employee branding to capture its diverse impact on BCB directly and indirectly through job satisfaction and affective brand commitment. Moreover, this study advances employee branding research by considering the under-investigated mediating (individual, parallel and sequential) role of job satisfaction and affective brand commitment. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Employee branding dimensions and brand citizenship behaviour: exploring the role of mediators in the hospitality context

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References (61)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1061-0421
eISSN
1061-0421
DOI
10.1108/jpbm-03-2021-3408
Publisher site
See Article on Publisher Site

Abstract

Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction and affective brand commitment.Design/methodology/approachA field-survey method was used to target customer-contact employees of luxury chain hotels. Regression-based approach and bootstrap method (via PROCESS MACRO, Model 6) were applied to test the direct and indirect effects.FindingsThe results show that perceived external brand prestige has a strong direct effect on BCB. Through mediation analysis, this study observes that job satisfaction and affective brand commitment have significant mediation effects (i.e. individual, parallel and sequential) between employee branding dimensions and BCB. Analysing the results precisely, job satisfaction and affective brand commitment have the lowest sequential mediation effect and the greatest parallel mediation effect concerning the said relationships.Originality/valueThis study is novel in applying a three-path mediation model in the Indian hospitality context, considering a multi-dimensional perspective of employee branding to capture its diverse impact on BCB directly and indirectly through job satisfaction and affective brand commitment. Moreover, this study advances employee branding research by considering the under-investigated mediating (individual, parallel and sequential) role of job satisfaction and affective brand commitment.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jan 19, 2023

Keywords: Employee branding; Brand citizenship behaviour; Hotel industry; Three-path mediation model

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