All Consumers Are Same for the Effect of Brand Citizenship Behaviors?: The Role of Nationality

Abstract

Managing brand related attitudes and behaviors of customer contact employees has gained importance for airline services recently. However, there is still need for further understanding of employees' brand related behaviors and their effect on consumers. Therefore, the purpose of this study is to understand the moderating role of consumer nationality on the link between employee brand behaviors and consumers' relation with the brand in terms of their trust and commitment in the airline industry. This study analyzed both service employees and consumers in the same research model to understand the effect of brand citizenship behaviors of employees on consumer brand relationship as well as the role of nationality on brand trust and commitment of consumers. The uniqueness of this study is to integration of nationality as a moderator into the link between employee behaviors and consumer brand relationship as well as using both employees and customers in the same research setting. While the results suggest that airline employees' brand related behaviors have a significant effect on passengers' trust, the relation is moderated by consumers' nationality. Specifically, the brand trust is higher for the passengers who are from the same nationality with the employees.

Brand-specific transactional leadership: the effects of brand-building behaviors on employee-based brand equity in the insurance industry

“…This, in turn, can affect brand equity. Also, brand success depends on internal and external factors; one should focus on the employee's behavior and customer's experiences in brand plans in which the manager's role is too important (Erkman, 2014). There are many important tasks and responsibilities in the role of each employee that shapes customer experience about services.…”