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Going the extra mile sky high : how do internal branding, brand attractiveness, and team work attributes relate to cabin attendants’ brand promise delivery?

Hogeslag-Visser, F.M. (2018) Going the extra mile sky high : how do internal branding, brand attractiveness, and team work attributes relate to cabin attendants’ brand promise delivery?

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Abstract:Purpose – Most airlines acknowledge the importance of internal branding for aligning cabin attendants’ brand behaviour with the brand promise. However, attributes of the team in which cabin attendants operate, may influence their role in being brand ambassadors. This study explores the relation that team attributes, in combination with brand attributes, have with employees’ brand commitment and brand citizenship behaviour. Design/methodology/approach – Data was collected from 286 cabin attendants of an European airline company by means of an online survey. Hierarchical regressions analysis was utilized to investigate the hypothesised relationships. Findings – This study found that two out of three proposed team attributes had a significant relation: team member exchange (TMX) demonstrated a positive relation with brand citizenship behaviour, and team atmosphere a weak positive relation with brand commitment. In addition, the proposed brand attributes: internal branding and brand attractiveness, both demonstrated a positive relation with brand commitment and citizenship behaviour. Practical implications – This study stresses the importance of an adequate internal branding programme, to turn airline employees into brand ambassadors. Adding a focus on TMX and team atmosphere within the branding programme, is advised for taking the brand promise delivery to a higher level.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/76681
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