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This study aims to examine the internal brand knowledge dissemination process in the banking sector and its effects on employees. Specifically, it focuses on the key roles of employee identification with both the organization and with the customer as antecedents of behaviors supportive of the brand, i.e. employee citizenship behaviors and recommendation behaviors.

An empirical study was carried out in a major Spanish bank. Data gathered from a survey of 315 employees were analyzed through structural equation modeling.

The results showed that employees' perceptions of brand value congruence are key in explaining their identification with both the organization and with the customer. However, the employees' perceptions of the brand's authenticity explained only their recommendations of the bank as a good place to work.

These findings contribute to the advance in the current knowledge of the role of variables such as brand authenticity and employee–customer identification in internal brand management. From a managerial viewpoint, the results provide insights into the importance of employees' perceptions and attitudes when it comes to brand knowledge dissemination.

This paper aims to examine the differential effects of gamified loyalty programmes and conventional loyalty programmes on customer engagement behaviours.

A 2 × 2 × 2 experiment was conducted that manipulated gamification (gamified vs non-gamified), reward levels (high vs low) and reward type (economic vs social). Data collected from a sample of 315 individuals were analysed through partial least squares and tests of means.

Gamification can improve the attractiveness of loyalty programmes by influencing perceptions of playfulness and reward satisfaction. In fact, gamification lowers the importance that customers attach to reward levels. As a result, customers perceive higher hedonic and utilitarian value, which positively influences their engagement behaviours.

To the best of the authors’ knowledge, this study is one of the first studies to attempt to empirically analyse whether incorporating gamification into loyalty programmes influences customer engagement behaviours in the hospitality context.

本文研究了游戏化忠诚计划和传统忠诚计划对顾客参与行为的不同影响。

本文进行了2 x 2 x 2实验, 操纵了游戏化（游戏化 vs 非游戏化）、奖励水平（高 vs 低）和奖励类型（经济 vs 社交）。通过对315名个体样本收集的数据进行PLS（偏最小二乘）和均值测试进行分析。

游戏化可以通过影响玩味感和奖励满足感来提高忠诚计划的吸引力。实际上, 游戏化降低了顾客对奖励水平的重视程度。因此, 顾客感知到更高的享乐和功利价值, 从而积极地影响了他们的参与行为。

本研究首次尝试在酒店业背景下经验性地分析将游戏化纳入忠诚计划是否影响顾客参与行为。

The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different dimensions of brand identity management influence employees’ attitudinal and behavioural responses.

An empirical study was carried out to test the proposed model. The sample consisted of 297 employees in the UK financial services sector. Hypothesis testing was conducted using partial least square regression.

Results indicate that effective brand identity management can increase employees’ identification with their organisations. Specifically, the most influential dimension is the employee-client focus. Results also show that organisational identification is a key variable to explain job satisfaction, word-of-mouth and brand citizenship behaviour.

This study focusses on the UK financial sector. To explore the generalisability of results, replication studies among other sectors and countries would be useful. The cross-sectional nature of the study also limits its causal inference.

This study shows the importance of brand identity management to foster positive employee attitudes and actions that go beyond their job responsibilities. The model developed may help organisations analyse the impact of managerial actions, monitoring the potential effects of changes in brand identity management amongst employees.

Although numerous conceptual frameworks highlight the importance of brand identity management, empirical studies in this area are scarce. The current work extends previous research by empirically analysing the effects of the dimensions of brand identity management from the employees’ perspective.

This paper aims to analyse customer experience in a hotel and its impact on customer attitudes to both the individual hotel and the hotel chain. Specifically, the study focuses on the effects of service perceptions on emotions, satisfaction, attitude to hotel chain, intention to return, scepticism towards negative information and Word of Mouth (WOM).

An empirical study was carried out on a sample of 300 individuals. Data were analysed through structural equation modelling.

Service perceptions and emotions elicited by an individual hotel influence the customer response towards the hotel chain. Among all the outcomes considered, the strongest effects are found on WOM.

This paper develops and empirically tests an original model that integrates the customer experience in an individual hotel and the customer response to the hotel chain. This model includes variables that have recently been considered in the literature, such as scepticism towards negative information, in combination with more traditional outcomes such as intention to return or WOM.

This paper aims to analyse the effect of technology acceptance variables on customer attitude and customer engagement behaviours (CEB) with social tourism websites (STWs).

An empirical study was carried out with 346 customers. A model was developed to analyse the relationships between CEB and their determinants. Partial least squares – structural equation modelling was used to test the model.

Customers’ perceptions of enjoyment, ease of use, usefulness and trustworthiness positively influence their attitude towards STWs and their subsequent engagement behaviours [purchases, word of mouth (WOM) and referrals].

This study develops and empirically tests a model that analyses the impact of technology acceptance model variables on CEB, both transactional (customer purchases) and non-transactional (customer WOM, referrals and feedback), in the context of STWs.

本论文分析研究科技urism websitehaviours pur

研究样本为研究科技urism websitehaviours purchasesLS-SEM分析验证假设模型。

研究结果表明, 顾客愉快感知、易使用、有用性、以及可信任度等变量对顾客社交旅游网站的态度及后续参与行为（购买、sOM、推荐）有着积极影响。

本论文开发并验证分析了科技接受模型变量对顾客参与行为的影响, 包括交易性（顾客购买）以及非交易性（顾客（OM、推荐、反馈）, 以社交旅游网站为背景。

This paper focuses on the multichannel strategy in the banking sector and its effects on customer engagement. Specifically, the purpose of this paper is to propose a model in which customers’ perceptions of offline and online channels are related to brand trust and brand commitment, which ultimately lead to customer engagement.

An empirical study was carried out on a sample of 306 individuals and data were analysed through partial least squares.

The results show that offline experience is more important than online experience in terms of impact on trust and commitment, which are closely linked to customer engagement. Online experience does not have a significant direct influence on brand commitment and its effect on brand trust is moderated by the customer’s familiarity with the channel.

These findings contribute to the advance in the current knowledge of the joint role of online and offline channels with the aim of strengthening customer relationships. From a managerial viewpoint, customer perceptions formed by their experiences in bank branches are more important than customer perceptions of the website’s performance in the explanation of trust and commitment.

The purpose of this paper is to analyse the different nature and effects of family influences on the dimensions of young customer‐based brand equity.

Information was gathered from in‐depth interviews. The sample was composed of 30 young adults.

Results show different facets of how the family may affect brand awareness, associations, perceived quality and brand loyalty. Some of them have already been considered in the previous literature, and some new elements have also emerged. Information is sorted according to its impact on each dimension of customer‐based brand equity.

Differences regarding age, marital status and other social variables in the respondents are not considered in the analysis.

The nature, process and effects of intergenerational influences on each dimension of brand equity lead us to propose different marketing actions. These actions may ease the transfer of customer‐based brand equity from parents to children.

This paper takes a holistic perspective in the study of intergenerational influences. No previous works have analysed the nature and effects on each dimension of customer‐based brand equity.

In the banking sector, the importance of consumer's perceptions for business success has been underestimated. For this reason, the present work aims to focus on the corporate brand image construct, analysing how the associations of financial brands are generated and the way such associations influence consumer behaviour.

A model is proposed that shows which are the main antecedents and consequences of corporate image of financial institutions. This model was validated through structural equation modelling. Data were collected by means of personal questionnaires addressed to 450 respondents.

Results indicate that consumer perceptions depend on brand familiarity, non‐firm communications and, to a lesser extent, on advertising. The resulting image will be an antecedent of the global attitude to the firm and, directly and indirectly, of the intention to use the branded service.

This study has been aimed at consumers in a specific region of Spain. Moreover, it only analyses well‐known institutions and the most important variables. For this reason, it would be interesting to broaden the analysis to cover different contexts.

Both corporate image and familiarity can be developed by applying thoughtful communication strategies that neutralize the effect of negative non‐firm information. Companies that develop a powerful corporate image should be more appealing to customers.

This study validates a comprehensive model that explains both the antecedents and consequences of corporate image of banks. It also proposes an up‐to‐date corporate image scale and considers the effects of firm versus non‐firm communications.

Main goal in this paper is to show the experience of a web-based program in information literacy from different perspectives: students, teachers and librarians. The study focuses on freshmen in business administration.

The empirical research uses a mixed qualitative and quantitative methodology. A qualitative study is used to analyse the opinions from teachers and librarians, whereas a quantitative study is developed to study the students' perceptions.

Students find information literacy competencies to be useful and perfectly applicable to their assignments. In this sense, there is no need to provide additional incentives (extra points) for the course. At the light of the work assignments, teachers and librarians suggest that there is a necessity for greater depth in questions of citation and plagiarism.

Results have to be interpreted within the context of study. There is a need to use alternative methodologies and activities in different groups to check and compare the effectiveness of each action.

The paper can be used as a guide for teachers and librarians to develop courses of information literacy. Results obtained from this experience show some key points that may be useful for teachers and librarians.

This article complements previous literature by providing new findings from different angles. The information gathered from the librarians, teachers and students involved provides a holistic view about the effectiveness of web-based tutorials for information literacy learning.