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

• المؤلفون الرئيسيون: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• التنسيق: مقال
• اللغة: English
• منشور في: Universiti Malaysia Sarawak 2012
• الموضوعات: HD28 Management. Industrial Management
• الوصول للمادة أونلاين: http://repo.uum.edu.my/15720/1/H.pdf; http://repo.uum.edu.my/15720/; http://www.ijbs.unimas.my/most-popular/itemlist/category/37-volume-13-no-3-dec-2012.html

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...