The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry
Subject Areas :Mohammad Bagher Fallahi 1 , Seyed Mohammad Tabataba'i-Nasab 2 , Mehdi Sabokro 3
1 - Yazd University
2 - Yazd University
3 - Yazd University
Keywords: Brand-oriented Leadership#Employee-Brand Fit#Brand Commitment#Brand Citizenship Behaviour,
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.
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