EMPLOYEES BRAND CITIZENSHIP BEHAVIOU R: FRONT-LINER VERSUS BACKSTAGE EMPLOYEES’ PERSPECTIVE

Brand citizenship behaviour is a relatively new construct developed in brand literature specifi cally in internal branding. The main assumption is that employees’ readiness and willingness to engage in brand-consistent behaviour could contribute to overall brand success. With a limited understanding of what constitutes brand-consistent behaviour, this study att empts to identify possible brand-consistent behaviour among hotel employees and compare both front-liner and backstage employees by extending the concept of organizational citizenship behaviour. Using 286 respondents from three- to fi ve-star hotels, this study suggests a few theoretical and practical implications for the bett erment of an organization’s sustainable brand competitive advantage.