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Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior

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  • Fatima Nawaz Qureshi
  • Shahid Bashir
  • Asif Mahmood
  • Sheraz Ahmad
  • Saman Attiq
  • Muhammad Zeeshan

Abstract

The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees’ perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees. In this context, the current study investigates the impact of internal brand management on brand commitment, brand citizenship behavior, and sustainable competitive advantage for the hotel industry. A survey-based quantitative data was gathered from 390 non-managerial frontline staff working in 3-, 4-, and 5-star hotels of Pakistan. The results revealed that internal brand management positively impacts brand commitment, brand citizenship behavior, and sustainable competitive advantage. Besides, brand commitment has a positive impact on brand citizenship behavior and sustainable competitive advantage. Moreover, brand citizenship behavior has a positive impact on sustainable competitive advantage. In addition, the mediating roles of brand commitment and brand citizenship behavior exist between internal brand management and sustainable competitive advantage. The research implications, together with research limitations, have also been discussed.

Suggested Citation

  • Fatima Nawaz Qureshi & Shahid Bashir & Asif Mahmood & Sheraz Ahmad & Saman Attiq & Muhammad Zeeshan, 2022. "Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior," PLOS ONE, Public Library of Science, vol. 17(3), pages 1-21, March.
    • Handle: RePEc:plo:pone00:0264379
    DOI: 10.1371/journal.pone.0264379
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    References listed on IDEAS

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    1. Shahid Bashir & Muddasar Ghani Khwaja & Yasir Rashid & Jamshid Ali Turi & Tariq Waheed, 2020. "Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image," SAGE Open, , vol. 10(3), pages 21582440209, August.
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