Presenter Bios

Lina Xiong is an Assistant Professor in the Department of Human Dimensions of Natural Resources, Colorado State University. She primarily works with the Master of Tourism Management program. Her research interests include internal branding and service management in the tourism and hospitality industry.

Ceridwyn King is an Associate Professor in the School of Tourism and Hospitality Management, Temple University, in the United States. She holds a Masters of Marketing Management with Honors and a PhD in Marketing, from Griffith University with several years of strategic marketing experience in the Tourism and Hospitality industry.

James Du is a Ph.D. candidate at the Fox School of Business at Temple University. His research interests pertain to consumer behavior and branding in various sport and tourism settings. His work aims to better understand how event organizations can utilize an effective mixture of marketing strategies to meet consumers’ increasing demand for quality experiences.

Abstract

The alignment between employee performance and brand values is crucial in realizing a differentiated and meaningful service brand. However, previous studies that examine this alignment tend to adopt only reflective measures that do not acknowledge the pluralistic nature of brand values. To fully demonstrate the specificity of employee-brand value fit, we proposed and tested a Multiple Indicators Multiple Causes (MIMIC) measurement model with both reflective indicators and formative indicators. This approach not only reveals a general employee-brand value fit level, but also yields insight with respect to what brand values are the most important in informing employee-brand value fit and their subsequent brand performance. Two empirical studies were conducted to test and re-test this new approach. Both studies strongly supported the superiority of this MIMIC model approach. With this statistical advancement, theoretical and managerial implications are provided accordingly.

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Do employees truly value their brand values? Examining the specificity of employee-brand value fit for service brands

The alignment between employee performance and brand values is crucial in realizing a differentiated and meaningful service brand. However, previous studies that examine this alignment tend to adopt only reflective measures that do not acknowledge the pluralistic nature of brand values. To fully demonstrate the specificity of employee-brand value fit, we proposed and tested a Multiple Indicators Multiple Causes (MIMIC) measurement model with both reflective indicators and formative indicators. This approach not only reveals a general employee-brand value fit level, but also yields insight with respect to what brand values are the most important in informing employee-brand value fit and their subsequent brand performance. Two empirical studies were conducted to test and re-test this new approach. Both studies strongly supported the superiority of this MIMIC model approach. With this statistical advancement, theoretical and managerial implications are provided accordingly.