Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior

The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees’ perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees. In this context, the current study investigates the impact of i...

Descripción completa

Detalles Bibliográficos
Autores principales: Qureshi, Fatima Nawaz, Bashir, Shahid, Mahmood, Asif, Ahmad, Sheraz, Attiq, Saman, Zeeshan, Muhammad
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Public Library of Science 2022
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8916653/
https://www.ncbi.nlm.nih.gov/pubmed/35275925
http://dx.doi.org/10.1371/journal.pone.0264379

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8916653/
https://www.ncbi.nlm.nih.gov/pubmed/35275925
http://dx.doi.org/10.1371/journal.pone.0264379

Ejemplares similares