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Keywords: Integrated communication effectiveness
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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
... is a customer-oriented industry known for its exemplary employer practices. Findings The findings suggest that integrated communication effectiveness impacts the perceived fulfillment of EVP attributes and EBBE. Again, the fulfillment of the relational value dimension of EVP attributes partially mediates...
