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August 17, 2025Human Resources Management and Services

How internal brand management enhances brand citizenship behavior via brand identification under leader-member exchange effects

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Authors

CIChiowa IeongWHWei Hong

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Overview

Analysis reveals internal brand management enhances brand citizenship behavior in employees, indicating leadership's moderating role.

Key Points

  • Internal brand management significantly influences brand citizenship behavior, highlighting its importance in employee engagement.
  • Data analysis from 315 restaurant employees indicates that brand identification is a strong predictor of positive employee behaviors.
  • Structural equation modeling validated the mediating role of brand identification in the relationship between brand management and behavior.
  • Findings emphasize the critical role of leader-member exchange in improving internal branding effectiveness.

Cite This Study

Ieong et al. (2025) studied this question.

synapsesocial.com/papers/68a36de60a429f7973331821https://doi.org/10.18282/hrms4685
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