Halim, Hazem TawfkHalim, Yasser TawfkElsawy, Osman Mohamed2023-12-142023-12-142023-12https://doi.org/10.1186/s43093-023-00282-5http://repository.msa.edu.eg/xmlui/handle/123456789/5774Purpose This study explores the intricate interplay between internal brand management (IBM), leadership styles, and organisational citizenship behaviour (OCB) in the dynamic Egyptian hospitality industry. The purpose is to investigate these relationships, considering the regional nuances of Southern and Northern Egypt. Design/methodology/approach A comprehensive investigation was conducted to examine the infuence of IBM on OCB and the varying efects of leadership styles in this context. The study also explores the moderating role of leadership styles in the IBM–OCB relationship. The research is based on meticulous data collection and rigorous analysis. Findings The results afrm the central role of IBM in enhancing OCB within the Egyptian hospitality sector, irrespective of the region. Additionally, transformational leadership consistently emerges as a potent catalyst for OCB, while the direct impact of transactional leadership remains inconclusive. Transformational leadership exerts a moderating infuence, strengthening the positive relationship between IBM practices and OCB. Originality/value This research contributes novel insights to the feld by examining IBM, leadership styles, and OCB in the unique context of the Egyptian hospitality industry. The fndings provide valuable implications for hotel managers and practitioners to develop strategies for enhancing employee commitment, fostering OCB, and gaining a competitive advantage in this thriving sector. The study also underscores the importance of considering regional nuances and tailoring management practices to specifc contextual characteristics within the hospitality industry. This research represents an essential contribution, highlighting the signifcance of aligning IBM, leadership styles, and OCB to promote organisational success in the Egyptian hospitality industry.enInternal brand management, Organisational citizenship behaviour, Leadership styles, Hospitality industryArticle