...Praveen Dhiman; Sangeeta Arora Purpose Relying on social identity and social exchange perspectives, the present study aims to investigate the role of employee branding dimensions in stimulating employees’ brand citizenship behaviour (BCB) directly and indirectly through job satisfaction...

... of the symbolic dimension of the instrumental-symbolic framework in an internal branding context. Internal branding Brand citizenship behaviour Corporate Brand identification Perceived employer Brand image CBC and BCB were derived from the OCB literature (Organ, 1988). Following the definition...

...Rose Du Preez; Michael Bendixen; Russell Abratt Purpose The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand...