Relationship between brand knowledge and brand rewards, and employees' brand citizenship behavior: The mediating roles of brand commitment

Despite the growing popularity of the concept of internal branding in aligning employees' brand behavior, little is known on the relationship between internal branding practices and employees' brand behavior.The dearth of research in this area also limit the understanding of what is the ap...

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Bibliographic Details
Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
Format: Article
Published: Universiti Malaysia Sarawak 2012
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