Is brand commitment the missing link in the internal branding and brand citizenship behaviours relationship in services sector: a meta-analysis
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DOI: 10.1007/s11301-024-00408-1
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More about this item
Keywords
Service industry; Internal communication; Brand commitment; Internal branding; Brand citizenship behaviours (BCB); Meta-analysis;All these keywords.
JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
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