Keywords: Psychological contract fulfilment
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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
...Mukta Srivastava; Gordhan Kumar Saini; Jayanthi Thanigan; Manoj Motiani Purpose Internal branding and psychological contract fulfilment generate similar benefits related to employee outcomes and customer-centric employee behaviours, but literature on these two streams has largely proliferated...
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