Abstract:

Airline industry had evolved into part of service industry. To have competitive advantage in the tight competition era, it is important for airline company to implement internal brand management that would be trigger of employees’ beneficial and desired behaviors and attitudes that goes beyond their formal job description which called organizational citizenship behavior. In this study, we would examine the link between internal brand management, organizational identification, work engagement and organizational citizenship behavior in airline industry. Using questionnaire survey to 319 employees in Airline XYZ, we would test the model that has been proposed. The model includes different dimensions of Internal Brand Management and different manifestations of organizational citizenship behavior. The direct effect and indirect effect were analyzed using Structural Equation Method in Lisrel 8.80