The Impact of Internal Brand Management on Organizational Citizenship Behaviors in Hotel Industry: The Mediating Role of Organizational Identity and Job Engagement

The purpose of this study is to investigate the role of mediating organizational identity and job engagement in the impact of internal brand management on organizational citizenship behavior. In this regard, a survey method was used. The statistical population of this research was all employees of four and five Star Hotels in Tehran Province, 319 of them were selected according to Morgan table as a statistical sample by simple random sampling method. The data were collected through a questionnaire. Validity and reliability of the questionnaire were evaluated using face and construct validity as well as Cronbach's alpha. In addition, for analyzing the data and testing the research hypotheses, structural equation modeling using Amos software was used. Based on resulted from among impact of internal brand management dimensions on organizational identity, the effect of internal brand communication and brand-oriented education and transformational leadership confirmed. As well as from among impact of internal brand management dimensions on job engagement, the effect of transformational leadership confirmed but internal brand communication and brand-oriented education rejected. Finally the findings showed that organizational identity and job engagement had a positive and significant effect on organizational citizenship behaviors toward employees, customers and organizations in Hotel industry.