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Keywords: EVP attributes
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Journal Articles
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
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Journal of Product & Brand Management (2021) 30 (6): 883–897.
Published: 07 May 2021
... fulfillment (in terms of EVP attributes), which results in positive employee behavior in the form of EBBE benefits. Design/methodology/approach The study draws insights from the signaling theory and psychological contract literature which is based on the social exchange theory. The literature...
