Effects of internal branding and brand-oriented leadership on work-related outcomes

ABSTRACT

This study develops an empirical model to test the effect of internal branding and brand-oriented leadership on employees’ service recovery performance and turnover intention, with a particular emphasis on psychological contract as a mediator. Using a quantitative approach, questionnaire responses were collected from frontline employees of four- and five-star hotels in the Turkish Republic of Northern Cyprus. Statistical analyses were performed using the SmartPLS software. The results of the statistical analyses showed internal branding and brand-oriented leadership positively influence psychological contracts. Moreover, the results suggest that hotels need to establish effective internal branding mechanisms to relay their brand messages through internal communication, training, briefings, and meetings. It was observed that, in general, a psychological contract guarantees a partial complementary mediation between internal branding and brand-oriented leadership on service recovery performance and turnover intention.

摘要

本研究建立了一个实证模型，以检验内部品牌建设和品牌导向的领导力对员工的服务补救绩效和离职意图的影响，并特别强调心理契约作为中介因素。研究采用定量的方法，从北塞浦路斯土耳其共和国的四星级和五星级酒店的一线员工中收集了问卷回复。研究使用SmartPLS软件进行统计分析。统计分析结果显示，内部品牌建设和品牌导向的领导力对心理契约产生正向影响。此外，结果表明，酒店需要建立有效的内部品牌建设机制，通过内部沟通、培训、简报、会议等方式传递品牌信息。据观察，一般情况下，心理契约保证了内部品牌建设和品牌导向领导力对服务补救绩效和离职意向的部分互补调解作用。

KEYWORDS:

• Internal branding
• psychological contract
• service recovery performance
• turnover intention
• brand-oriented leadership

关键词:

• 内部品牌建设；心理契约；服务补救绩效；离职意向；品牌导向型领导力。

Disclosure statement

Data used in this study came from a part of a broader project.