Lee, Yi-Hsuan; Hsiao, Chan; Chan, Hsin-Yi; Lee, I-Chen - In: International Journal of Bank Marketing 38 (2019) 2, pp. 425-455
Purpose: The purpose of this paper is to answer the question of how brand-specific transformational leadership (TFL) and transactional leadership (TRL) enhance employee-based brand equity (EBBE) by influencing employees’ perceived brand value congruence (EPBVC). Design/methodology/approach:...