The role of brand knowledge in explaining relationship between brand-centered communications and brand commitment: evidence from public banks Pakistan
Purpose - The purpose of this study is to examine the extent to which internal brand communication (IBC) impacts on brand commitment (BC). Research design, data, and methodology - A structured questionnaire has been built and distributed on a total sample of 650 banking staff working in five public...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Korea Distribution Science Association
2019
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| Subjects: | |
| Online Access: | https://repo.uum.edu.my/id/eprint/26125/1/JDS%2017%201%202019%2033%2045.pdf |