A systematic review and meta-analysis of hospitality internal branding and cultural roles in brand dedication

Purpose This article describes the strategic role of hospitality internal branding initiatives in workplace brand dedication to address ongoing challenges within the hospitality labor market and identify current research gaps related to the internal branding strategies. Design/methodology/approach Following the Context-Intervention-Mechanisms-Outcomes framework, we conducted a systematic review and meta-analysis, synthesizing 68 peer-reviewed papers on hospitality internal branding. Subgroup analysis was performed to detect the moderating role of culture within the internal branding initiative and brand dedication. Findings Based on the systematic review, we proposed an overarching model with macro- and micro-internal branding initiatives as well as attitudinal or behavioral workplace dedication in the hospitality industry, along with the research gaps. Our meta-analysis showed that internal brand communication and brand knowledge are most critical to workplace brand dedication, and culture is a feasible moderator in these relationships. Originality/value We contribute to the literature by synthesizing internal branding research in hospitality, identifying trends and gaps, and providing meta-analytic evidence on key drivers of workplace dedication. Additionally, we examine culture as a moderating variable and highlight the need for further exploration of potential moderators, addressing a key limitation in internal branding research.