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Keywords: Brand supporting behaviour
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Journal Articles
Internal corporate branding impact on employees’ brand supporting behaviour
Available to Purchase
Journal of Product & Brand Management (2018) 27 (1): 79–95.
Published: 12 February 2018
...Sally Raouf Ragheb Garas; Amira Fouad Ahmed Mahran; Hassan Mohamed Hussein Mohamed Purpose This paper aims to study the effect of internal branding on brand supporting behaviour (in-role and extra-role) of bank employees in Egypt. It proposes a model which examines the relationship between...
