@article{MAKHILLJEAS2019141618222,
    title = {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 = {Journal of Engineering and Applied Sciences},
    volume = {14},
    number = {16},
    pages = {5678-5689},
    year = {2019},
    issn = {1816-949x},
    doi = {jeasci.2019.5678.5689},
    url = {https://makhillpublications.co/view-article.php?issn=1816-949x&doi=jeasci.2019.5678.5689},
    author = {Thang Quyet,Dung and},
    keywords = {pursues,Vietnam,brand commitment,internal brand,brand citizenship behavior,Aviation industry},
    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.}
    }