The effect of brand leadership styles on employees’ brand citizenship behavior

• Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• Format: Article
• Language: English
• Published: Canadian Center of Science and Education 2015
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/15443/1/43409.pdf; http://repo.uum.edu.my/15443/; http://doi.org/10.5539/ass.v11n18p86
• Institution: Universiti Utara Malaysia

Internal branding relatively new constructs in marketing literature.It is assumes adequate internal branding practices could enhance overall brand performance through employees’ brand consistent behavior.This study conceptualized employees’ brand consistent behavior as brand citizenship behavior.The...