“That’s my job” Exploring the effect of brand empowerment towards employee brand equity: Mediating role of employee critical psychological states
نویسندگان
چکیده
منابع مشابه
Building and Measuring Employee-Based Brand Equity
Purpose: This paper presents the first known empirically-tested model of Employee Based Brand Equity (EBBE). In doing so, it provides insight into not only how organisations can effectively manage the internal brand building process but, more importantly, appreciate the subsequent employee effects and organisational benefits. Methodology/Approach: Data were collected via an online survey of 371...
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15 صفحه اولThe Impact of Brand Equity on Brand Loyalty: The Mediating Role of Customer Satisfaction
The study investigates the impact of brand equity on brand loyalty with the mediation of customer satisfaction in restaurant sector of Lahore, Pakistan. The study uses seven dimensions of brand equity, which include physical quality, staff behavior, ideal selfcongruence, brand identification, life style-congruence, trust and environment. Questionnaire has been used to collect the data from the ...
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ژورنال
عنوان ژورنال: Review of Business Management
سال: 2018
ISSN: 1806-4892,1983-0807
DOI: 10.7819/rbgn.v0i0.3952