A Multilevel Study of Brand-Specific Transformational Leadership: Employee and Customer Effects

Abstract

In this study, we examine the efects of brand-specifc transformational leadership (TFL) on the brand-related attitudes and behaviors of employees and customers. We test relationships between brand-specifc TFL and employees’ brand commitment and brand citizenship behavior and then the resulting efects on customer citizenship behavior and customer-based brand equity. Data from 18 international tourist hotels in Taiwan, including 136 supervisors, 268 employees and 221 customers, were analyzed using hierarchical linear modeling to investigate the multilevel relationships. Support is found for all hypotheses. The fndings advance understanding of brand-specifc TFL and the efects this leadership style can have on the brand-related attitudes and behaviors of both employees and customers.