Title

Examining Effects Of Internal Branding On Hospitality Student Interns’ Brand-supportive Behaviors: The Role Of Value Congruence

Document Type

Article

Publication Date

3-18-2018

Publication Title

Journal of Hospitality and Tourism Education

Publisher

Routledge

Volume

30

Issue

3

First page number:

1

Last page number:

10

Abstract

With the importance of hospitality internships being universally recognized, this study examines the salient impact of internal branding on hospitality student interns’ brand-supportive behaviors through the mediation of value congruence. This study reveals that internal branding has direct positive effects on all three brand-supportive behaviors (hospitality interns’ brand service performance, intention to work for the brand after graduation, and positive word of mouth) and indirect effects through value congruence on the two outcome variables (intention to work for the brand after graduation and positive word of mouth). This study contributes to the literature by enhancing researchers’ understanding of the influence of internal branding on a brand and assists hospitality practitioners with marketing and human resource management practices associated with student interns. © 2018 The International Council on Hotel, Restaurant, and Institutional Education

Keywords

Brand-supportive behavior; Hospitality internship; Internal branding; Value congruence

Disciplines

Hospitality Administration and Management | Marketing

Language

English

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