Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model, which considers the relationships across these outcomes. Design/methodology/approach Data were collected via an online survey of 375 employees who work in service organizations, sourced from an Australian, Web-based market research list. Findings In addition to the indirect effect of brand understanding on BCB via affective IBM outcomes (i.e. brand identification and brand commitment), the study exposes a direct effect of brand understanding on BCB. Therefore, the study shows that BCB is affected by cognitive and affective antecedents. Research limitations/implications Because this study focuses on IBM outcomes, future studies could propose and test relevant antecedents and moderators. As the empirical basis of this study comes primarily from the tourism and hospitality industry in one domestic market, the study should be replicated in other industries and countries to ensure the generalizability of the identified relationships. Practical implications This study not only delivers IBM outcome measures but also empirically validates that employees’ understanding of the brand is a foundation for affective and behavioural IBM outcomes. Therefore, managers, especially in service organizations, should provide sufficient IBM practices to enable such brand understanding. Originality/value This study contributes to IBM literature by developing comprehensive definitions, conceptualizations and measures of four important IBM outcomes. This study is the first to include brand understanding, brand identification, brand commitment and BCB simultaneously.

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Despite consumers’ increasing use of social media channels to make their travel experiences more visible to people within their social networks, brand management research in the tourism literature lacks a clear understanding of how social visibility of consumption affects consumer perceptions of their relationships with the brand. Drawing upon social identity theory and the theory of conspicuous consumption, this study extends the current brand management literature by investigating the role of consumption’s social visibility in the formation of customer brand identification in the era of social media. Using the airline industry as the study context, this study suggests that social visibility of consumption leads to cognitive, affective, and evaluative identifications. The results also indicate that the three components of customer brand identification interact with each other in realizing positive word of mouth communication. The findings highlight the significant benefits of making customers’ travel experiences socially visible to people around them.

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Purpose The purpose of this paper is to present initial findings from a vulnerability assessment based on the perceptions of practitioners working in four tourism and hospitality sectors in Wuhan and Hubei Province, namely, cruise lines, hotels, travel agencies and touristic attractions. Design/methodology/approach The research note focuses on the coronavirus (COVID-19) outbreak from January to March 2020. Using the destination sustainability framework and an “interpretation” mixed methods research design, the authors analyze phone interviews (n = 151) and subsequent online surveys (n = 370) to assess sector-specific perceptions of exposure, sensitivity and system adaptiveness. Findings Overall, findings paint a grim picture of each sector in the short-term. All respondents reported an immediate economic loss due to COVID-19, as well as recovery concerns and uncertainties. Immediate actions for addressing these issues centered on internal cost control and governmental subsidies, while anticipated next steps focused on product adjustment, a transformation of business structures and seeking governmental guidance and policies in restoring market confidence. Findings also allude to future strategies/directions. Research limitations/implications This study is limited in its focus on practitioner views in the immediate COVID-19 outbreak. Implications highlight a crucial strategic dependence of each sector on effective government/managerial communication and support, with smaller, local businesses needing particular attention in crisis situations. Originality/value To the authors’ knowledge, this research note is the first comprehensive study presenting vital information pertaining to the impact of COVID-19 on tourism and hospitality businesses from a large group of business leaders in the site of the initial outbreak (i.e. Wuhan and Hubei Province). With the highly infectious COVID-19 representing an ongoing threat for populations worldwide, this paper hopes this research note provides valuable insights for practitioners in other vulnerable regions, as well as for researchers examining strategies for resilience against this and future disasters.

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