THE ANTECEDENTS AND CONSEQUENCES OF BRAND CITIZENSHIP BEHAVIOR

This dissertation examines the antecedents and consequences of a fairly new construct in academic literature termed brand citizenship behavior. Constructs explored in the proposed model include brand identity, brand communication, internal marketing, brand pride, brand commitment, intention to stay...

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Bibliographic Details
Main Author: Porricelli, Matthew Samuel
Format: Others
Published: NSUWorks 2013
Subjects:
Online Access:http://nsuworks.nova.edu/hsbe_etd/92
http://nsuworks.nova.edu/cgi/viewcontent.cgi?article=1091&context=hsbe_etd