Employees brand citizenship behavior: Front-liner versus backstage employees' perspective

Brand citizenship behavior 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 behavior could contribute to overall brand success.With a limited understanding of w...

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Bibliographic Details

Main Authors:	Shaari, Hasnizam, Md Salleh, Salniza, Hussin, Zolkafli
Format:	Article
Language:	en
Published:	Universiti Utara Malaysia 2015
Subjects:	HD28 Management. Industrial Management
Online Access:	https://repo.uum.edu.my/id/eprint/15249/1/ijms2212.pdf https://repo.uum.edu.my/id/eprint/15249/ http://www.ijms.uum.edu.my
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