ایجاد ارتباط میان تعهد به برند و رفتارهای شهروندی برند کارکنان خطوط هوایی: "نقش اعتماد"
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|44925||2015||8 صفحه PDF||سفارش دهید||6638 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Journal of Air Transport Management, Volume 42, January 2015, Pages 47–54
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.