Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM

Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of brand leadership on the brand citizenship behavior of the staff working in the hoteling industry of Isfahan City. The study is applied in terms of purpose and descriptive survey in terms of research method. The statistical population of the study comprised all Isfahan Hotels’ staff who were active from September to January 2020, from among whom 145 people were selected via a structural equation and convenience sampling. The required data were collected through the questionnaire, whose reliability and content validity was verified using Cronbach's alpha coefficient. Finally, the collected data were analyzed through the PLS software, considering non-normal distribution. The findings of the study suggested that brand leadership exerted a significant positive effect on brand passion, thereby making brand-supportive behaviors (adaptive, conscientious-oriented, and innovative behaviors) possible. Moreover, it was found that adaptive and innovative behaviors had a significant positive influence on brand citizenship behavior. However, the significant effect of brand innovative behaviors on brand citizenship behavior was not confirmed.