Nexus between Brand Love, Loyalty, Affective Commitment and Positive Word of Mouth: In the Context of Social Identity Theory

The aim of the current study was to examine how employees are involved in positive word of mouth (PWOM) in the presence of brand love. In this study we also investigate the mediating role of employee loyalty between employee brand love and PWOM links. Furthermore, moderating the role of affective commitment (AC) has also been tested. Data was collected from 296 employees of the tourism sector including hotels and transport and travelling agencies. Collected data were analyzed with the help of correlation, hierarchical regression and Amos 7.0 software. The results proved that employee brand love plays an essential role for the loyalty of employees towards organization and PWOM. Findings also proved that employee's loyalty directly predict PWOM, but it also acts as mediator for the brand love and PWOM link. The current study adds to the existing literature by investigating how employee brand love is helpful for achieving the PWOM and employee loyalty. Based on the findings of current study, this is a unique study which recommends that management of the tourism sector enhance PWOM with the help of employee brand love and employee loyalty.