Authors : Dung Quang Truong, Thang Quyet Nguyen and Quynh T.N. Phan
Abstract: Internal brand, brand commitment and brand citizenship behavior are studied in numerous service industry sectors. However, there is a dearth of research on aviation service industry even though this industry is pretty unique in terms of its high compensation capacity as well as its access to high income passengers with higher demands than other industries. The scope of this research is within Vietnam’s domestic aviation service industry. The research findings show that internal brand enhances brand commitment and brand citizenship behavior of the employees. Among the factors of internal brand, communication activity and brand management have more significant impact on brand commitment than human resource activity. Brand commitment has equally positive impact on different elements of brand citizenship behavior. The research confirms that the theoretical model is compatible with practical data collected from Vietnam’s domestic aviation industry. In addition, the research presents aviation businesses policy implications focusing on how to communicate brand message effectively and educate employees to understand the brand values that the organization pursues.
Dung Quang Truong, Thang Quyet Nguyen and Quynh T.N. Phan, 2019. Relationships among Internal Brand, Brand Commitment and Brand Citizenship Behaviours of Employees in Aviation Industry: The Case of Domestic Airport Service Providers in Vietnam. Journal of Engineering and Applied Sciences, 14: 5678-5689.