The Mediating Role of Brand Image and Trust in the Effect of Prosocial Organizational Behaviors of Accommodation Business Employees on Managerial, Economic, Cultural, Social, and Environmental Sustainability
DOI:
https://doi.org/10.63556/ankad.v10i3.335Keywords:
Prosocial organizational behaviors, brand image, brand trust, organizational sustainability, hospitality businessesAbstract
This study aims to examine the effect of prosocial organizational behaviors exhibited by employees in accommodation businesses on managerial, economic, cultural, social, and environmental dimensions of organizational sustainability, and to investigate the mediating roles of brand image and brand trust in this relationship. Today, the concept of organizational sustainability is addressed not only in terms of environmental factors but also in relation to employee behaviors, brand perceptions, and institutional trust, making it a multidimensional construct. In this context, the study analyzes how employees’ voluntary and cooperative attitudes contribute to sustainability, and how brand image and brand trust influence this process. The research was conducted within the framework of quantitative methods using a relational survey model. Ethical approval was obtained from the Ethics Committee of Istanbul Gelişim University with decision number 20 dated 29.11.2024. Data was collected through a questionnaire administered to 404 employees working in accommodation businesses in Ankara. The data, obtained through convenience sampling, were analyzed using SPSS 24.0. In addition to descriptive statistics, t-tests, ANOVA, correlation, multiple regression, and mediation analyses were conducted. According to the findings, prosocial organizational behaviors have a significant direct effect on organizational sustainability. Furthermore, brand image and brand trust positively influence sustainability perceptions and serve as partial mediators in the relationship between prosocial behaviors and sustainability. Some significant differences were also observed in terms of demographic variables. These results suggest that employee behaviors should be evaluated holistically alongside brand-based perceptions and sustainability strategies.
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