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Keywords: Intention to stay
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Journal Articles
The behavioral consequences of internal brand management among frontline employees
Available to Purchase
Journal of Product & Brand Management (2017) 26 (3): 251–261.
Published: 15 May 2017
...Rose Du Preez; Michael Bendixen; Russell Abratt Purpose The purpose of this study is to develop and test a comprehensive model for the outcomes of internal brand management (IBM), linking it to brand citizenship behavior (BCB) and intention to stay (IS) through job satisfaction (JS) and brand...
