Work

Employee Brand Equity and Decent Work in Chinese Hospitality

Year: 2026

Type: article

Abstract: ABSTRACT Drawing on extended‐self theory, this study examines how employee brand equity relates to decent work in Chinese branded hospitality organizations. Data were collected from 440 employees across 25 branded hospitality organizations in Hainan, China. The results indicate that brand endorsement, brand allegiance, and brand consistent behavior each have significant positive direct effects on decent work, as well as indirect effects through brand psychological ownership. Brand psychological ownership partially mediates these relationships, while perceived brand value fit positively moderates the relationship between brand psychological ownership and decent work. These findings extend employee brand equity research by identifying decent work as an employee‐centered outcome and by clarifying the mediating role of brand psychological ownership and the boundary role of perceived brand value fit. The study also offers practical insights into how branded hospitality organizations may support more positive employee work experiences.

Source: International Journal of Tourism Research

DOI: 10.1002/jtr.70433

Authors: Huihui Wu, Dengming Xie, Biao He

Institutions: Yangtze University, Hainan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: bronze

Funders: Natural Science Foundation of Hainan Province, Yangtze University, National Social Science Fund of China