Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust”

Despite the growing interest in understanding employees' brand related behaviors in the airline industry, the research in this area mainly focus on the effect of employee brand commitment and limit the empirical support as well. Although, brand commitment explains brand behaviors of employees,...

Full description

Saved in:
Bibliographic Details
Published in:Journal of air transport management 2015-01, Vol.42, p.47-54
Main Authors: Erkmen, Ezgi, Hancer, Murat
Format: Article
Language:English
Subjects:
Air transport
Brand citizenship behaviors
Brand commitment
Brand trust
Commercial aircraft
Commercial planes
Empirical analysis
Joining
Linking
Management
Uniqueness
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Despite the growing interest in understanding employees' brand related behaviors in the airline industry, the research in this area mainly focus on the effect of employee brand commitment and limit the empirical support as well. Although, brand commitment explains brand behaviors of employees, commitment in a relationship usually works through trust. Therefore, this study integrated brand trust and analyzed the relation between brand trust and brand commitment on brand citizenship behaviors of employees. Data were collected from 523 flight attendants of a corporate airline company. The findings reveal that brand trust has a significant effect on brand citizenship behaviors as well as it mediates the effect of brand commitment on these behaviors. The uniqueness of this study is the integration of brand trust for its effect on commitment and brand citizenship behaviors of employees as well providing empirical support for their relationship within the context of airline industry.
ISSN:0969-6997
1873-2089
DOI:10.1016/j.jairtraman.2014.08.001