Keywords: Employer–brand patronage
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Journal Articles

Unlocking the nexus of internal brand knowledge, psychological contract, and employee brand identification: implications for customer-centric excellence

Mukta Srivastava, Gordhan Kumar Saini, Jayanthi Thanigan, Manoj Motiani
Journal: Journal of Product & Brand Management
Journal of Product & Brand Management (2025) 34 (8): 1241–1257.
https://doi.org/10.1108/JPBM-12-2024-5648
Published: 02 October 2025
... assesses the influence of internal brand knowledge and psychological contract fulfilment on employee outcomes (i.e. employee-based brand equity and employer–brand patronage) and customer-centric employee behaviours (i.e. customer-oriented behaviour and participation in brand development). Design...
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