Cargando…
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...
| Autores principales: | , , , , , |
|---|---|
| Formato: | Online Artículo Texto |
| Lenguaje: | English |
| Publicado: |
Public Library of Science
2022
|
| Materias: | |
| 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 |