Abstract:

Airline industry is no longer seen as a mere transportation industry. It has evolved into part of service industry. Thus, it is important for airline company to has employees with deep brand knowledge accordingly to deliver what was promised by the brand. Internal brand management will act as the tool for company to internalize its brand values and identity to its employees. The manifestation of deeply rooted brand values and identity is employees which inherit Organizational Citizenship Behavior. In this study, we will have a better understanding of internal brand management implementation within airline industry from employees’ perception due to limited previous research regarding this subject in airline industry. We will also see which dimension of internal brand management have bigger influence on each dimension of organizational citizenship behavior with the involvement of organizational identification and work engagement as mediating variables.