Abstract
Purpose - The purpose of study is to identify the relationship between management commitment to internal branding and brand leadership’s influence on internal brand assets of a hotel, and influence on brand citizenship and customer orientation on employees. Design, data, and methodology -To accomplish this purpose, the survey for employers of hotels in Seoul was progressed. A total of 400 people were surveyed, and 380 sincere respondents among the collected responses were used for anlaysis. Result - Management commitment amd bramd leadership had a positive effect on internal brand assets. Internal brand assets had a positive effect on customer orientation and brand citizen behavior. Conclusions - The results suggest that the role of Management for Internal Branding is a success factor. Based on these results, It provides basic data on the Internal Branding of hotel companies in the future.
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