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Keywords: Employee brand commitment
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Journal Articles
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2022) 13 (10): 2028–2046.
Published: 07 June 2021
...Mohsin Altaf; Irfan Saleem; Faisal Mustafa; Farooq Anwar Purpose Employee position is acknowledged as central in service brand management to achieve competitive advantage. Hence, this study aims to illustrate the importance of brand role clarity (BRC) and employee brand commitment (EBC...
