The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit

• المؤلف الرئيسي: Adamu, Lawi
• التنسيق: أطروحة
• اللغة: English; English
• منشور في: 2018
• الموضوعات: HF5415.33 Consumer Behavior.
• الوصول للمادة أونلاين: https://etd.uum.edu.my/8017/1/s900171_01.pdf; https://etd.uum.edu.my/8017/2/s900171_02.pdf; https://etd.uum.edu.my/8017/

This study examines the determinants of employee brand citizenship behavior (BCB) among employees of telecommunication industry in Nigeria. Primarily, this study explored the role of employee brand fit as a mediator on the relationship between internal branding practices namely brand leadership, bra...