Employees Brand Citizenship Behaviour: Front-Liner Versus Backstage Employees’ Perspective

Brand citizenship behaviour 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 behaviour could contribute to overall brand success. With a limited understanding...

Full description

Bibliographic Details
Main Authors: Hasnizam Shaari, Salniza Md Salleh, Zolkafli Hussin
Format: Article
Language:English
Published: UUM Press 2015-05-01
Series:International Journal of Management Studies
Online Access:https://www.scienceopen.com/document?vid=eeaa0e58-bdba-463b-bdad-12f8e09f19ad