مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Verion

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

video

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

sound

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Persian Version

Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

View:

569
Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Download:

0
Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Cites:

Information Journal Paper

Title

The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry

Author(s)

Fallahi MohammadBagher | Tabatabai Nasab Seyed Mohammad | SABOKRO MEHDI | Issue Writer Certificate 

Pages

  89-112

Abstract

 The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of Brand-oriented Leadership on Brand Citizenship Behaviour with mediating roles of Employee-Brand Fit and Brand Commitment. This study is a descriptive-correlation one from research methodology perspective. The statistical population of this study includes 1005 employees of 5 star hotels of shiraz. The sample size was calculated 278 employees and they were selected through convenience method. In order to collect the research data, the standard questionnaire of Brand-oriented Leadership, Employee-Brand Fit, Brand Commitment and brand citizenship behavior were used, that their validity has been checked through the content validity and construct validity. reliability has been checked through Cronbach's alpha and composite reliability. Data were analyzed through structural equation modeling with Amos and SPSS software. The results of the hypothesis test showed that Brand-oriented Leadership has direct effect on brand citizenship behavior, Brand-oriented Leadership has direct effect on Employee-Brand Fit and brand-leading leadership has direct effect on Brand Commitment. Also, the results of this study showed that the Brand-oriented Leadership has an effect on Brand Citizenship Behaviour with mediating roles of Employee-Brand Fit and the Brand Commitment.

Cites

  • No record.
  • References

  • No record.
  • Cite

    APA: Copy

    Fallahi, MohammadBagher, Tabatabai Nasab, Seyed Mohammad, & SABOKRO, MEHDI. (2021). The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry. JOURNAL OF SOCIAL STUDIED IN TOURISM, 8(16 ), 89-112. SID. https://sid.ir/paper/362309/en

    Vancouver: Copy

    Fallahi MohammadBagher, Tabatabai Nasab Seyed Mohammad, SABOKRO MEHDI. The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry. JOURNAL OF SOCIAL STUDIED IN TOURISM[Internet]. 2021;8(16 ):89-112. Available from: https://sid.ir/paper/362309/en

    IEEE: Copy

    MohammadBagher Fallahi, Seyed Mohammad Tabatabai Nasab, and MEHDI SABOKRO, “The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry,” JOURNAL OF SOCIAL STUDIED IN TOURISM, vol. 8, no. 16 , pp. 89–112, 2021, [Online]. Available: https://sid.ir/paper/362309/en

    Related Journal Papers

    Related Seminar Papers

  • No record.
  • Related Plans

  • No record.
  • Recommended Workshops






    Move to top