Despite the growing interest in understanding employees' brand related behaviors in the airline industry, the research in this area mainly focus on the effect of employee brand commitment and limit the empirical support as well. Although, brand commitment explains brand behaviors of employees,...

Purpose – This study aims to understand the effect of brand citizenship behaviors of hospitality employees on customers’ relation with the brand. A model, which links employee behaviors to customers’ evaluation of brand performance, brand trust and brand commitment, is proposed to provide...

The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology,...

Local cuisine has increasingly become one of the crucial factors contributing to how tourists experience a destination. As such, understanding which attributes affect travelers' experience of the local food is especially important to enhance tourist satisfaction. Therefore, the main purpose of...

Purpose: This study aims to examine the link between corporate social responsibility (CSR) and idiosyncratic risk in the restaurant industry. The study also explores whether brand diversification magnifies the risk reduction effect of CSR in the restaurant industry. Design/methodology/approach:...

The purpose of this study was to understand how employee brand equity is cultivated in services. Specifically, a conceptual model, adopted from brand equity literature, was developed and tested to analyze the internal brand building process. To achieve this, a quantitative research methodology,...