The internal branding practice and brand citizenship behavior: the mediating effects of employee brand fit
This study examines the determinants of employee brand citizenship behavior (BCB) among employees of telecommunication industry in Nigeria. Primarily, this study explored the role of employee brand fit as a mediator on the relationship between internal branding practices namely brand leadership, bra...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://etd.uum.edu.my/8017/1/s900171_01.pdf https://etd.uum.edu.my/8017/2/s900171_02.pdf https://etd.uum.edu.my/8017/ |
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