Employees brand citizenship behavior: front-liner versus backstage employees’ perspective

• Main Authors: Shaari, Hasnizam, Md. Salleh, Salniza, Hussin, Zolkafli
• Format: Conference or Workshop Item
• Language: English
• Published: 2014
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/22445/1/ICBM%20%202014%20232%20237.pdf; http://repo.uum.edu.my/22445/
• Institution: Universiti Utara Malaysia

Brand citizenship behavior relatively new construct developed in brand literatures 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 limit understanding of what is...