Employees brand citizenship behavior: front-liner versus backstage employees’ perspective
Brand citizenship behavior relatively new construct developed in brand literatures specifically in internal branding.The main assumption is that employees’ readiness and willingness to engage in brand-consistent behavior could contribute to overall brand success. With limit understanding of what is...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/22445/1/ICBM%20%202014%20232%20237.pdf |