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Keywords: In-role brand-building behavior (IRBBB)
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Journal Articles
Journal:
Kybernetes
Kybernetes (2022) 51 (7): 2326–2342.
Published: 22 June 2021
... leadership affects participation and retention positively and significantly. Also, the variables of participation, in-role brand-building behavior (IRBBB) and retention, have a positive and significant effect on the EBBE. However, no significant relationship has been found between brand-specific...
