Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective
Brand citizenship behaviour is a relatively new construct developed in brand literature specifically in internal branding. The main assumption is that employees’ readiness and willingness to engage in brand-consistent behaviour could contribute to overall brand success. With a limited understandin...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
UUM Press
2015-06-01
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| Series: | International Journal of Management Studies |
| Subjects: | |
| Online Access: | https://e-journal.uum.edu.my/index.php/ijms/article/view/10417 |