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The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Rico Piehler, Ceridwyn King, Christoph Burmann, Lina Xiong

European Journal of Marketing (2016) 50 (9-10): 1575–1601.

https://doi.org/10.1108/EJM-11-2014-0725

Published: 12 September 2016

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