In an era of intensified market competition, internal brand management (IBM) has emerged as a critical strategy for aligning employee behavior with brand values. This study investigates how IBM influences brand citizenship behavior (BCB) among front-line restaurant employees in Macao, emphasizing the mediating role of brand identification (BI) and simultaneously testing the moderating effect of leader-member exchange (LMX). Drawing from Social Identity Theory and Social Exchange Theory, the structural equation modeling (SEM) was used to test the model using data from 315 employees across 11 Macao restaurant companies. Analyzing via software package Smart-Pls 4.1, we found that IBM significantly enhances BI, which in turn strongly predicts BCB. While IBM directly impacts BCB, the effect is mediated by BI. Furthermore, LMX moderates the IBM-BI relationships, underscoring the role of leadership in internal branding effectiveness. These findings contribute to the internal branding literature by validating BI as a key psychological mechanism and LMX as a boundary condition. Practically, the study provides insights for restaurant industry seeking to foster brand-aligned behaviors through internal brand management.

This study examines how the framing of organizational gender-equity policies shapes support among Generation Z employees. Drawing on performativity (Butler, 1990) and intersectionality (Crenshaw, 1991), we conceptualize framing as mediating how Gen Z employees perceive equity initiatives. Using a mixed-methods design, we combine survey data from 4,861 Gen Z respondents in 30 countries with directed content analysis of four HR policy documents (coded for equity vs enforcement, identity recognition, and youth engagement). Results reveal a gender gap: Gen Z women strongly endorse inclusive equity measures, consistent with evidence that women show stronger support for equality policies, whereas Gen Z men are more skeptical of policies framed as exclusive or punitive – mirroring polls finding many Gen Z men say equality efforts have gone too far. These findings suggest that performative policy framing activates social identities differently by gender and that intersectional policy language affects reception. Practically, we recommend framing equity initiatives in terms of shared fairness and collective benefit, using transparent rationale and inclusive identity language. Gen Zers expect fair pay, inclusive policies, and transparency, so HR communications should emphasize fairness and allyship to enhance legitimacy and support among this cohort.