Relationship Between Internal Branding Practices, Brand Commitment and Employees' Brand Citizenship Behavior
Despite the growing popularity of the concept of internal branding in aligning employees’ brand behavior, little is known on how internal branding practices affect employees’ behavior toward the organization’s brand. The dearth of research in this field also limits the understanding of what is the a...
Saved in:
Main Author: | Hasnizam, Shaari |
---|---|
Format: | Thesis |
Language: | eng eng |
Published: |
2012
|
Subjects: | |
Online Access: | https://etd.uum.edu.my/3366/1/HASNIZAM_SHAARI.pdf https://etd.uum.edu.my/3366/3/HASNIZAM_SHAARI.pdf |
Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
Similar Items
-
The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
by: Adamu, Lawi
Published: (2018) -
The effects of internal branding and brand commitment on employee brand performance: an empirical evidence from Pakistan’s public sector banks
by: Muhammad, Shoaib
Published: (2021) -
The Impact of Brand Experience on Customer Citizenship Behavior among Airlines’ Passengers: An Examination of the Mediating Roles of Brand Relationship Quality, Affective Commitment, and Brand Loyalty.
by: Fahim, Syed Muhammad
Published: (2022) -
Evaluating brand equity of home appliance brands in Tehran (A perspective on local and international brands)
by: Sarkhosh, Shima
Published: (2013) -
The direct and indirect influence of brand image, brand experience, and brand personality on brand loyalty
by: Mabkhot, Hashed Ahmad Nasser
Published: (2016)