Employees brand citizenship behavior: front-liner versus backstage employees’ perspective

Brand citizenship behavior relatively new construct developed in brand literatures specifically in internal branding.The main assumption is that employees’ readiness and willingness to engage in brand-consistent behavior could contribute to overall brand success. With limit understanding of what is constitute of brand-consistent behavior, thus this study attempts to identify possible brand-consistent behavior among hotel’s employees and comparing both front-liner and backstage employees by extending the concept of organizational citizenship behavior.Using 286 respondents from three to five star hotels, this study suggests few theoretical and practical implications toward betterment of organization’s sustainable brand competitive advantage