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Keywords: Employee-based brand equity (EBBE)
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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
... (EVP). A firm that fulfills its brand promise in terms of EVP will derive employee-based brand equity (EBBE) benefits. Integrated communication is effective when employees experience coordination and consistency in brand communication. This influences their perception of psychological contract...
