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This study aimed to investigate three variables that may interact with internal branding (IB) in the hotel context: employee engagement (EE), workplace friendship (WF), and organizational citizenship behavior (OCB). This study adopted a survey methodology. 385 valid responses were collected from employees of 20 five-star chain hotels located in the Greater Cairo region of Egypt. The data were analyzed using PLS-SEM. The results demonstrated that there is a significant relationship between OCB and WF with EE, in addition to OCB, EE, and WF with IB. The mediating role of EE between OCB and IB, besides the moderating role of WF on the relationship between OCB and EE, was also determined. Contrary to the hypothesized model, results showed an insignificant relationship between WF and IB. This study provides a theoretical contribution to deepen the understanding of the internal branding concept in the context of the hotel industry. Practically, this research may be helpful for hotel enterprises in engendering and sustaining effective internal branding practices, which, in turn, could establish new links between internal and external hotel customers. Study limitations and potential directions for further research were also presented.
Khairy et al. (Fri,) studied this question.