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Keywords: Employees' brand commitment
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Journal Articles
Asia-Pacific Journal of Business Administration (2022) 14 (3): 285–308.
Published: 23 September 2021
...Asha Binu Raj Purpose The purpose of this paper is to examine the relationship between internal branding (IB) and employees' brand commitment and analyze how transformational leadership (TFL) moderates this relationship. Design/methodology/approach Data were collected through structured...
