The effect of internal branding on brand citizenship behavior and service performance.
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| Authors: | Tong, Gia-Tuong1 (AUTHOR) tuongtg@uel.edu.vn, Kang, Gi-Du2 (AUTHOR) |
|---|---|
| Source: | Journal of Innovation & Entrepreneurship. 7/1/2025, Vol. 14 Issue 1, p1-34. 34p. |
| Subject Terms: | *Organizational behavior, *In-house services (Business), *Psychological burnout, *Brand identification, *Customer orientation, *Product management, Customer service management |
| Abstract: | Service is a fast-increasing industry in the global economy in general and in Vietnam in particular. Therefore, service companies need to recognize the importance of employees in service and cultivate specialized manpower and systematic internal brand management. The current study aims to explore and describe the role of internal customer orientation on service employee's perceptions and behaviors, tested a theory-driven framework of the multidimensional relationship between components in internal brand management and proposed suggestions for Vietnamese service organizations to enhance their competitive capabilities in the market. Using quantitative data analysis methods and SEM structural modeling, the study confirmed that the internal customer orientation can positively influence the brand identification and brand commitment of salespersons, helping them exhibit brand citizenship behavior towards the organization and enhance service performance. Besides, the crucial role of emotional exhaustion was investigated. In doing so, the research intends to implicate internal branding as a tool for enhancing the quality of the Vietnamese service industry. [ABSTRACT FROM AUTHOR] |
| Database: | Entrepreneurial Studies Source |
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| Header | DbId: ent DbLabel: Entrepreneurial Studies Source An: 186309078 AccessLevel: 6 PubType: Academic Journal PubTypeId: academicJournal PreciseRelevancyScore: 0 |
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| Items | – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Tong%2C+Gia-Tuong%22">Tong, Gia-Tuong</searchLink><relatesTo>1</relatesTo> (AUTHOR)<i> tuongtg@uel.edu.vn</i><br /><searchLink fieldCode="AR" term="%22Kang%2C+Gi-Du%22">Kang, Gi-Du</searchLink><relatesTo>2</relatesTo> (AUTHOR) – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Journal+of+Innovation+%26+Entrepreneurship%22">Journal of Innovation & Entrepreneurship</searchLink>. 7/1/2025, Vol. 14 Issue 1, p1-34. 34p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Organizational+behavior%22">Organizational behavior</searchLink><br />*<searchLink fieldCode="DE" term="%22In-house+services+%28Business%29%22">In-house services (Business)</searchLink><br />*<searchLink fieldCode="DE" term="%22Psychological+burnout%22">Psychological burnout</searchLink><br />*<searchLink fieldCode="DE" term="%22Brand+identification%22">Brand identification</searchLink><br />*<searchLink fieldCode="DE" term="%22Customer+orientation%22">Customer orientation</searchLink><br />*<searchLink fieldCode="DE" term="%22Product+management%22">Product management</searchLink><br /><searchLink fieldCode="DE" term="%22Customer+service+management%22">Customer service management</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: Service is a fast-increasing industry in the global economy in general and in Vietnam in particular. Therefore, service companies need to recognize the importance of employees in service and cultivate specialized manpower and systematic internal brand management. The current study aims to explore and describe the role of internal customer orientation on service employee's perceptions and behaviors, tested a theory-driven framework of the multidimensional relationship between components in internal brand management and proposed suggestions for Vietnamese service organizations to enhance their competitive capabilities in the market. Using quantitative data analysis methods and SEM structural modeling, the study confirmed that the internal customer orientation can positively influence the brand identification and brand commitment of salespersons, helping them exhibit brand citizenship behavior towards the organization and enhance service performance. Besides, the crucial role of emotional exhaustion was investigated. In doing so, the research intends to implicate internal branding as a tool for enhancing the quality of the Vietnamese service industry. [ABSTRACT FROM AUTHOR] |
| PLink | https://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=ent&AN=186309078 |
| RecordInfo | BibRecord: BibEntity: Identifiers: – Type: doi Value: 10.1186/s13731-025-00539-z Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 34 StartPage: 1 Subjects: – SubjectFull: Organizational behavior Type: general – SubjectFull: In-house services (Business) Type: general – SubjectFull: Psychological burnout Type: general – SubjectFull: Brand identification Type: general – SubjectFull: Customer orientation Type: general – SubjectFull: Product management Type: general – SubjectFull: Customer service management Type: general Titles: – TitleFull: The effect of internal branding on brand citizenship behavior and service performance. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Tong, Gia-Tuong – PersonEntity: Name: NameFull: Kang, Gi-Du IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 07 Text: 7/1/2025 Type: published Y: 2025 Identifiers: – Type: issn-print Value: 21925372 Numbering: – Type: volume Value: 14 – Type: issue Value: 1 Titles: – TitleFull: Journal of Innovation & Entrepreneurship Type: main |
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