Relationship Between Internal Branding Practices, Brand Commitment and Employees' Brand Citizenship Behavior

• 第一著者: Hasnizam, Shaari
• フォーマット: 学位論文
• 言語: English; English
• 出版事項: 2012
• 主題: HF1-6182 Commerce
• オンライン･アクセス: https://etd.uum.edu.my/3366/1/HASNIZAM_SHAARI.pdf; https://etd.uum.edu.my/3366/3/HASNIZAM_SHAARI.pdf; https://etd.uum.edu.my/3366/

Despite the growing popularity of the concept of internal branding in aligning employees’ brand behavior, little is known on how internal branding practices affect employees’ behavior toward the organization’s brand. The dearth of research in this field also limits the understanding of what is the a...