What drives employees' brand internalization? Building a brand climate in service organizations

Lina Xiong

Colorado State University

Dr. Lina Xiong is an Assistant Professor in the Department of Human Dimensions of Natural Resources at Colorado State University. She teaches in the Mater of Tourism Management (MTM) program, both on CSU campus and China campus. Her research interests include service management, internal branding, and customer loyalty. Dr. Xiong's dissertation titled “Employee brand internalization: the central route to a brand aligned workforce” has received a Highly Commended Award of the 2014 Emerald/EFMD Outstanding Doctoral Research Awards in the Hospitality Management category. She is also the winner of the Outstanding Paper in the 2015 Emerald Literati Network Awards for Excellence.


Sharing economy has been the buzz word in recent years. Businesses such as Airbnb has risen up to be a top lodging provider although it doesn’t own any properties. One key attractiveness of Airbnb is the “localness” of... [ view full abstract ]


  1. Lina Xiong (Colorado State University)

Topic Area

Topics: Tourism and the Sharing Economy


OS-J1 » Branding Integration and Innovation (11:30 - Wednesday, 5th October, Tavolara Room, Santa Chiara Complex)

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