Is brand commitment the missing link in the internal branding and brand citizenship behaviours relationship in services sector: a meta-analysis

The study aims to meta-analyse the role of brand commitment (BC) in internal branding practices (IB) and brand citizenship behaviours (BCB) relationships in service context. Hunter & Schmidt’s (2004) methodology is employed on 31 empirical studies in the service industry published during the period 2009 to 2023. The sub-group analysis is conducted to examine the role of potential moderators, using Meta Essentials. Based on empirically established results with varying degrees (significant and insignificant) for both direct and indirect relationships between IB and BCB, meta-analysis results confirmed a significant partial mediating role of BC in the IB-BCB relationship. Significant role of the type of country and service sector in the IB-BC-BCB is also confirmed.