Does employees’ brand knowledge influence their brand citizenship behavior?: The mediating role of brand commitment

The purpose of this study is to examine the relationship between employees’ brand knowledge (namely employee’ understanding of; 1) brand meaning, 2) knowledge of customers’ need and expectation, and 3) responsibility to deliver brand promise) and employees’ brand citizenship behavior. Employees’ b...

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Bibliographic Details
Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
Format: Conference or Workshop Item
Language:English
Published: 2012
Subjects:
Online Access:http://repo.uum.edu.my/12242/1/2209141126.pdf
http://repo.uum.edu.my/12242/
http://www.internationalconference.com.my
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