This study aims to evaluate B2B branding in a global context by constructing a framework for
future research, practitioners, and brand managers operating in international B2B markets …

Purpose This study explores the effect of internal branding on organisational financial
performance and brand loyalty with the mediating role of psychological empowerment …

Abstract Building on Agency Theory and Job Characteristics Theory, this study examines
how the autonomy of work interacts with individual proactivity and jointly enhances hotel …

To highlight the importance of intellectual property, the authors first introduce an integrated
moderated mediation model to explore the relationships between intellectual capital …

Purpose This paper aims to investigate how brand identity is co-created, with a specific
focus on how employees contributed to the process in a five-star hotel setting. The focus of …

Although employee engagement is essential to hotel performance, few studies have
identified context-specific manifestations of employee engagement in the boutique hotel …

This study aimed to investigate three variables that may interact with internal branding (IB) in
the hotel context: employee engagement (EE), workplace friendship (WF), and …

Although the mechanism of internal branding is related to both organizational factors and
employees' personal factors, the existing research mainly focuses on organizational factors …

In today's fiercely competitive, customer-centric, and service-driven marketplace, where
customer satisfaction, trust, and loyalty are hard-won currencies, brand authenticity emerges …

Internal branding is considered as a top priority for hospitality organizations to gain a
competitive advantage. This study aims to investigate the effect of self-leadership on internal …