Employees brand citizenship behavior: Front-liner versus backstage employees' perspective

• المؤلفون الرئيسيون: Shaari, Hasnizam, Md Salleh, Salniza, Hussin, Zolkafli
• التنسيق: مقال
• اللغة: English
• منشور في: Universiti Utara Malaysia 2015
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://repo.uum.edu.my/15249/1/ijms2212.pdf; http://repo.uum.edu.my/15249/; http://www.ijms.uum.edu.my

Brand citizenship behavior is a relatively new construct developed in brand literature specifically in internal branding.The main assumption is that employees’ readiness and willingness to engage in brand-consistent behavior could contribute to overall brand success.With a limited understanding of w...