Effect of internal branding on employee brand commitment and behavior in hospitality

Abstract

The purpose of this study was to explore the implementation of internal branding in international tourist hotels and to investigate the impact of internal branding and employee brand commitment on employee brand behavior. Based on the results of 661 questionnaires returned from a sample of international tourist hotels in Taiwan, internal branding and employee brand commitment have a significant effect on employee brand behavior. Moreover, internal branding and employee brand commitment and behavior differ significantly according to personal variables such as age and work experience, and in different categories of tourist hotels. The results of this study imply that hoteliers could shape employee attitudes and behavior through internal branding, and it is therefore recommended that internal branding be added to corporate education and training. In the extant literature on the hospitality industry, the effect of internal branding on organizational performance and effectiveness is unclear; the present study contributes to academic research in clarifying this link.