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