"One size doesn't fit all": tourism and hospitality employees' response to internal brand management.

Purpose – The purpose of this study is to examine the effect of internal brand management (IBM) practices on tourism and hospitality employees' ability to demonstrate brand supportive behaviours. A model, which includes brand knowledge dissemination, role clarity, brand commitment and brand supportive behaviour is proposed. To provide further insight, the study seeks to examine the impact that hierarchical roles have on employees' responses.Design/methodology/approach – A quantitative research methodology was adopted, resulting in the development of a self‐administered online survey instrument. Using a national database of service employees, respondents were invited to participate in the online survey, resulting in the completion of 137 surveys.Findings – While all paths were significant in the overall model, differences were found when comparing front line and management models. Overall, brand commitment played a more significant role in the front line model, whereas role clarity was not shown to be sign...

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