Linking internal brand capability to brand citizenship behavior in ecotourism

Purpose This study aims to systematically identify the dimensions of internal brand capability within ecotourism resorts and subsequently prioritize them. The prioritized dimensions are then translated into actionable human resource (HR) strategies tailored specifically to the ecotourism context. This study then examines how internal brand capability shapes brand citizenship behavior and investigates the mediating roles of brand pride, employee brand commitment and employee brand trust within a serial mediation model. Design/methodology/approach A mixed methods design was used, integrating qualitative and quantitative approaches. In the qualitative phase, in-depth interviews were conducted with employees, and the dimensions of internal brand capability were systematically identified through thematic analysis. These dimensions were subsequently prioritized using the pairwise comparison (PC) method, based on the opinions of the same employees. In the quantitative phase, a structured survey was administered to staff and managers in ecotourism resorts in Iran. The hypothesized relationships, derived from the conceptual model, were then tested using partial least squares structural equation modeling (PLS-SEM) within a serial mediation framework. Findings Through thematic analysis and coding, six dimensions of internal brand capability in the ecotourism resort domain were identified. Among these, brand resilience emerged as the highest priority. The results also indicate that internal brand capability has a positive and significant effect on brand citizenship behavior. These effects are transmitted through brand pride, employees’ trust in and commitment to the brand, which function as serial mediators. Originality/value This study makes a unique contribution by using a mixed methods design that integrates qualitative and quantitative approaches into a comprehensive framework. This methodological integration enhances originality by combining exploratory depth with empirical validation, offering robust insights into the Iranian hospitality sector, particularly ecotourism resorts. This study also translates prioritized internal brand capability dimensions into actionable HR strategies.