List of Articles رفتار شهروندی برند

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  1 - The effect of brand-oriented leadership on brand citizenship behavior in Hotel Industry
  Mohammad Bagher Fallahi Seyed Mohammad  Tabataba'i-Nasab Mehdi Sabokro
  The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of b More

  The hotel industry is one of the basic foundations of tourism development. One of the important needs of hotels managers is Identify ways to develop those employees' behaviors that are consistent with the brand. The present study was aimed to investigate the effect of brand-oriented leadership on brand citizenship behaviour with mediating roles of employee-brand fit and brand commitment. This study is a descriptive-correlation one from research methodology perspective. The statistical population of this study includes 1005 employees of 5 star hotels of shiraz. The sample size was calculated 278 employees and they were selected through convenience method. In order to collect the research data, the standard questionnaire of brand-oriented leadership, employee-brand fit, brand commitment and brand citizenship behavior were used, that their validity has been checked through the content validity and construct validity. reliability has been checked through Cronbach's alpha and composite reliability. Data were analyzed through structural equation modeling with Amos and SPSS software. The results of the hypothesis test showed that brand-oriented leadership has direct effect on brand citizenship behavior, brand-oriented leadership has direct effect on employee-brand fit and brand-leading leadership has direct effect on brand commitment. Also, the results of this study showed that the brand-oriented leadership has an effect on brand citizenship behaviour with mediating roles of employee-brand fit and the brand commitment. Manuscript profile
• Open Access Article
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  2 - Brand Citizenship Behavior, Brand Leadership, Brand Passion, Isfahan, SEM
  amirreza konjkav monfared saeid saeida ardakani farzaneh zarabkhaneh
  10.52547/journalitor.35995.11.22.25
  Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of brand leadership on the brand citizenship behavior of the s More

  Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of brand leadership on the brand citizenship behavior of the staff working in the hoteling industry of Isfahan City. The study is applied in terms of purpose and descriptive survey in terms of research method. The statistical population of the study comprised all Isfahan Hotels’ staff who were active from September to January 2020, from among whom 145 people were selected via a structural equation and convenience sampling. The required data were collected through the questionnaire, whose reliability and content validity was verified using Cronbach's alpha coefficient. Finally, the collected data were analyzed through the PLS software, considering non-normal distribution. The findings of the study suggested that brand leadership exerted a significant positive effect on brand passion, thereby making brand-supportive behaviors (adaptive, conscientious-oriented, and innovative behaviors) possible. Moreover, it was found that adaptive and innovative behaviors had a significant positive influence on brand citizenship behavior. However, the significant effect of brand innovative behaviors on brand citizenship behavior was not confirmed. Manuscript profile