Investigating the Impact of Brand Leadership and Internal Branding on Brand Citizenship Behavior With the mediating role of brand knowledge (Case study: Pars International Hotels)

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aboali soror; mojoodi amin

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Seminar Paper

Paper Information

Seminar: INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY
Year:2020 | Issue:1

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Title

Investigating the Impact of Brand Leadership and Internal Branding on Brand Citizenship Behavior With the mediating role of brand knowledge (Case study: Pars International Hotels)

Author(s)

aboali soror | mojoodi amin

Keywords

brand knowledge

brand leadership

internal branding

brand citizenship behavior

Abstract

The role of employees in creating customer experience in the service industry is very important. The customer experience gained from the brand is influenced by the type of interactions and relationships with employees. Therefore, the level at which employees interact with the customer and whether they exhibit behaviors beyond their duties is a key concept in determining a brand's success in creating a lasting experience. The purpose of this study is to investigate the effect of brand leadership and internal branding on brand citizenship behavior with the mediating role of brand knowledge in the Pars Hotel Group. The research method is descriptive in terms of purpose, and is application in nature. The statistical population of the study is the employees of Pars Hotel Group, 247 of whom were selected using stratified sampling method. Data collection tool was a questionnaire and structural equation technique, Sobel test and subgroup correlation analysis were used to analyze the data. The results showed that internal branding and brand leadership through brand knowledge have a positive effect on brand citizenship behavior. The results also showed that employees with lower work experience were more likely to increase their brand knowledge.

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APA: Copy

aboali, soror, & mojoodi, amin. (2020). Investigating the Impact of Brand Leadership and Internal Branding on Brand Citizenship Behavior With the mediating role of brand knowledge (Case study: Pars International Hotels). INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. SID. https://sid.ir/paper/949346/en

Vancouver: Copy

aboali soror, mojoodi amin. Investigating the Impact of Brand Leadership and Internal Branding on Brand Citizenship Behavior With the mediating role of brand knowledge (Case study: Pars International Hotels). 2020. Available from: https://sid.ir/paper/949346/en

IEEE: Copy

soror aboali, and amin mojoodi, “Investigating the Impact of Brand Leadership and Internal Branding on Brand Citizenship Behavior With the mediating role of brand knowledge (Case study: Pars International Hotels),” presented at the INTERNATIONAL CONFERENCE ON MANAGEMENT, TOURISM AND TECHNOLOGY. 2020, [Online]. Available: https://sid.ir/paper/949346/en

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