Turning Hotel Employees into Brand Champions: The Roles of Well-Connected Leaders and Organizational Identification [Summary]

Employees’ positive word of mouth (WOM) about hotel brands has a profound impact on customer choice and hotel effectiveness. On the basis of social identity theory and social information processing theory, we posit a moderated mediation model wherein hotel supervisors’ organizational identification (OI) increases their subordinates’ engagement in positive WOM behavior by enhancing subordinates’ OI...