Linking brand commitment and brand citizenship behaviors of airline employees: "The role of trust". (January 2015)

• Record Type: Journal Article
• Authors: Erkmen, Ezgi; Hancer, Murat
• Is Part Of: Journal of air transport management. Volume 42(2015)
• Page Start: 47
• Page End: 54
• Publication Date: 2015-01
• Subjects: Brand trust -- Brand commitment -- Brand citizenship behaviors; Airlines -- Management -- Periodicals; Aeronautics, Commercial -- Management -- Periodicals; 387.7068
• DOI: 10.1016/j.jairtraman.2014.08.001
• Languages: English
• ISSNs: 0969-6997

Abstract

Abstract: Despite the growing interest in understanding employees' brand related behaviors in the airline industry, the research in this area mainly focus on the effect of employee brand commitment and limit the empirical support as well. Although, brand commitment explains brand behaviors of employees, commitment in a relationship usually works through trust. Therefore, this study integrated brand trust and analyzed the relation between brand trust and brand commitment on brand citizenship behaviors of employees. Data were collected from 523 flight attendants of a corporate airline company. The findings reveal that brand trust has a significant effect on brand citizenship behaviors as well as it mediates the effect of brand commitment on these behaviors. The uniqueness of this study is the integration of brand trust for its effect on commitment and brand citizenship behaviors of employees as well providing empirical support for their relationship within the context of airline industry.