Does employees’ brand knowledge influence their brand citizenship behavior?: The mediating role of brand commitment
The purpose of this study is to examine the relationship between employees’ brand knowledge (namely employee’ understanding of; 1) brand meaning, 2) knowledge of customers’ need and expectation, and 3) responsibility to deliver brand promise) and employees’ brand citizenship behavior. Employees’ b...
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| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/12242/1/2209141126.pdf http://repo.uum.edu.my/12242/ http://www.internationalconference.com.my |
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| Institution: | Universiti Utara Malaysia |
| Language: | English |