A mechanism for employees' brand citizenship behavior (BCB) and negative word-of-mouth (NWOM) : the divergent moderating effects of horizontal collectivism
Sang Bong Lee, Shih-Hao Liu, Carl P. Maertz, Nitish Singh and James Fisher
| Year of publication: |
2023
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|---|---|
| Authors: | Lee, Sang Bong ; Liu, Shih Hao ; Maertz, Carl P. ; Singh, Nitish ; Fisher, James |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 7, p. 1123-1138
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| Subject: | Brand citizenship behavior | Employees' negative-word-of-mouth | Horizontal collectivism | Internal branding | Perceived organizational support | Arbeitsverhalten | Work behaviour | Markenführung | Brand management | Markenimage | Brand image | Kollektivismus | Collectivism | Arbeitskräfte | Workforce | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-06-2022-4047 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014334407