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

• Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• Format: Conference or Workshop Item
• Language: English
• Published: 2012
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/12242/1/2209141126.pdf; http://repo.uum.edu.my/12242/; http://www.internationalconference.com.my

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...