The multiple mediating role of brand commitment and brand loyalty between brand identification and brand citizenship behaviour : evidence from IT companies in Bangalore
Year of publication: |
2019
|
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Authors: | Heggde, Githa S. ; Tampi, Gayatri Sasi |
Published in: |
International journal of Indian culture and business management. - Genève : Inderscience Enterprises, ISSN 1753-0806, ZDB-ID 2422766-3. - Vol. 19.2019, 1, p. 37-50
|
Subject: | internal branding | brand identification | brand commitment | brand loyalty | brand citizenship behaviour | BCB | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Markenimage | Brand image | Markenartikel | Brand | Markentreue | Brand loyalty |
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