TY  - JOUR
T1  - Relationships among Internal Brand, Brand Commitment and Brand Citizenship
Behaviours of Employees in Aviation Industry: The Case of Domestic
Airport Service Providers in Vietnam
AU - Nguyen, Thang Quyet AU - Quang Truong, Dung AU - Phan, Quynh T.N. 
JO  - Journal of Engineering and Applied Sciences
VL  - 14
IS  - 16
SP  - 5678
EP  - 5689
PY  - 2019
DA  - 2001/08/19
SN  - 1816-949x
DO  - jeasci.2019.5678.5689
UR  - https://makhillpublications.co/view-article.php?doi=jeasci.2019.5678.5689
KW  - pursues
KW  -Vietnam
KW  -brand commitment
KW  -internal brand
KW  -brand citizenship behavior
KW  -Aviation industry
AB  - 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.
ER  -