Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior
The purpose of this study is to explore the relationship among internal branding practices and employee BCB.A self-administered questionnaire was used in obtaining data from employees of telecommunication industry.The hypotheses in the study were simultaneously tested on a sample of 254 employees ou...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/23675/1/CBMM%202017%2024%2031.pdf |
| _version_ | 1803628582506856448 |
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| author | Adamu, Lawi Abd Ghani, Noor Hasmini Abdul Rahman, Maria |
| author_facet | Adamu, Lawi Abd Ghani, Noor Hasmini Abdul Rahman, Maria |
| author_sort | Adamu, Lawi |
| collection | UUM |
| description | The purpose of this study is to explore the relationship among internal branding practices and employee BCB.A self-administered questionnaire was used in obtaining data from employees of telecommunication industry.The hypotheses in the study were simultaneously tested on a sample of 254 employees out of 377 distributed, giving the response rate of 68%. SmartPls was used to assess the relationship between the variables under investigation.The findings in the study revealed positive significant relationship between brand training and employee BCB.On the other hand insignificant relationship was found between brand communication and employee BCB.Management implications and direction for future study were provided. |
| first_indexed | 2024-07-04T06:24:15Z |
| format | Conference or Workshop Item |
| id | uum-23675 |
| institution | Universiti Utara Malaysia |
| language | English |
| last_indexed | 2024-07-04T06:24:15Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | uum-236752018-03-15T01:36:51Z https://repo.uum.edu.my/id/eprint/23675/ Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior Adamu, Lawi Abd Ghani, Noor Hasmini Abdul Rahman, Maria HD28 Management. Industrial Management The purpose of this study is to explore the relationship among internal branding practices and employee BCB.A self-administered questionnaire was used in obtaining data from employees of telecommunication industry.The hypotheses in the study were simultaneously tested on a sample of 254 employees out of 377 distributed, giving the response rate of 68%. SmartPls was used to assess the relationship between the variables under investigation.The findings in the study revealed positive significant relationship between brand training and employee BCB.On the other hand insignificant relationship was found between brand communication and employee BCB.Management implications and direction for future study were provided. 2017-10-29 Conference or Workshop Item PeerReviewed application/pdf en https://repo.uum.edu.my/id/eprint/23675/1/CBMM%202017%2024%2031.pdf Adamu, Lawi and Abd Ghani, Noor Hasmini and Abdul Rahman, Maria (2017) Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior. In: 4th Conference on Business Management, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia. |
| spellingShingle | HD28 Management. Industrial Management Adamu, Lawi Abd Ghani, Noor Hasmini Abdul Rahman, Maria Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title | Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title_full | Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title_fullStr | Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title_full_unstemmed | Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title_short | Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior |
| title_sort | exploring the impact of internal branding on employee brand citizenship behavior |
| topic | HD28 Management. Industrial Management |
| url | https://repo.uum.edu.my/id/eprint/23675/1/CBMM%202017%2024%2031.pdf |
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