What Makes Restaurant Employees Become Brand Citizens?

Author:

Yang Chao-Feng1,Hsu Jih-Ming2,Yang Yi-Chun3

Affiliation:

1. Human Resource Department, Guangdong Polytechnic of Science and Technology, People's Republic of China

2. Department of Financial and Economic Law, Overseas Chinese University, Taiwan

3. Division of Business and Management, Beijing Normal University-Hong Kong Baptist University United International College, People's Republic of China

Abstract

We examined brand love and brand citizenship behavior in the restaurant industry, developing a study framework in which we proposed that the high-involvement human resource (HR) practices of recognition, empowerment, competence development, fair rewards, and information sharing would play an important role in determining the brand love that enhances brand citizenship behavior. We collected data from 476 frontline employees working in restaurants in Taiwan. The findings suggest that the HR practices of recognition, empowerment, competence development, fair rewards, and information sharing were crucial predictors of brand love. We also found that brand love mediated the link between business management and brand citizenship behavior, and had positive effects on brandhelping behavior, brand consideration, and brand enthusiasm. If managers can generate employees' brand love, employees are likely to perform behaviors to assist with brand-related activities, follow brand guidelines while serving customers, have a positive attitude, and engage in behaviors contributing to values of the corporate brand.

Publisher

Scientific Journal Publishers Ltd

Subject

Social Psychology

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