A multilevel study of brand-specific transformational leadership: employee and customer effects

Hsu-Hsin Chiang, Tzu-Shian Han and David McConville ()
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Hsu-Hsin Chiang: National Tsing Hua University
Tzu-Shian Han: National Chengchi University
David McConville: National Sun Yat-sen University

Journal of Brand Management, 2020, vol. 27, issue 3, No 5, 312-327

Abstract: Abstract In this study, we examine the effects of brand-specific transformational leadership (TFL) on the brand-related attitudes and behaviors of employees and customers. We test relationships between brand-specific TFL and employees’ brand commitment and brand citizenship behavior and then the resulting effects on customer citizenship behavior and customer-based brand equity. Data from 18 international tourist hotels in Taiwan, including 136 supervisors, 268 employees and 221 customers, were analyzed using hierarchical linear modeling to investigate the multilevel relationships. Support is found for all hypotheses. The findings advance understanding of brand-specific TFL and the effects this leadership style can have on the brand-related attitudes and behaviors of both employees and customers.

Keywords: Brand-specific TFL; Brand commitment; Brand citizenship behavior; Customer citizenship behavior; Customer-based brand equity (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-019-00182-6

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