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The Interaction Between Transformational Leadership, Internal Branding and Employee Based Brand Equity: a Case Study in Dafam Hotels

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Transformational leadership has been researched to influence significantly on internal branding and employee brand support. However, a few research can be discovered on employee based brand equity as the outcomes of internal branding. Thus, the purpose of this research is to analyze the relationship between transformational leadership and internal branding, and examine the interaction between internal branding and employee based brand equity in the hotel industry. Quantitative data in form of questionnaires were distributed to 100 employees of Dafam Hotels and 92 of them were usable. Structural Equation Modeling (SEM) was applied to produce path diagram, regression weights and model fit to analyze the research model. the results show that the influence of transformational leadership towards internal branding is 100% and the impact of internal branding on employee based brand equity is also 100% in Dafam Hotels. Therefore, it is concluded that there is a significant influence of transformational leadership towards internal branding and there is a significant impact of internal branding on employee based brand equity.

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Availability

B01691

(Rack Thesis)

Available

Detail Information

Series Title

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Call Number

1691

Publisher

: Swiss German University., 2014

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

HTM
Hotel industry
Transformational leadership
Internal branding
Employee based brand equity

Specific Detail Info

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Statement of Responsibility

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