Internal Branding in Hotels: Interaction Effects of Employee Engagement, Workplace Friendship, and Organizational Citizenship Behavior

This study aimed to investigate three variables that may interact with internal branding (IB) in the hotel context: employee engagement (EE), workplace friendship (WF), and organizational citizenship behavior (OCB). adopted a survey methodology. 385 valid responses were collected from employees of 20 five-star chain hotels located Greater Cairo region Egypt. The data analyzed using PLS-SEM. results demonstrated there is significant relationship between OCB WF EE, addition OCB, IB. mediating role EE IB, besides moderating on was also determined. Contrary hypothesized model, showed an insignificant provides theoretical contribution deepen understanding concept context industry. Practically, this research be helpful for enterprises engendering sustaining effective practices, which, turn, could establish new links external customers. Study limitations potential directions further presented.