Exploring the dimension of internal brand citizenship behavior in Malaysia: A case of northern Malaysia hotel

• Main Authors: Hasan, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• Format: Article
• Language: English
• Published: World Business Institute, Australia 2011
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/15723/1/Ha.pdf; http://repo.uum.edu.my/15723/; http://www.wrbrpapers.com/previous_issue/March/2011
• Institution: Universiti Utara Malaysia

This study attempts to explore the dimension of internal brand citizenship behavior in Malaysia. As there is a dearth of research in understanding employees’ brand behavior and inconsistent terminology used in explaining employees’ brand consistent behavior, the study that attempt to explore the di...