Altaf, Mohsin; Saleem, Irfan; Mustafa, Faisal; Anwar, Farooq - In: Journal of Islamic Marketing 13 (2021) 10, pp. 2028-2046
Purpose: Employee position is acknowledged as central in service brand management to achieve competitive advantage. Hence, this study aims to illustrate the importance of brand role clarity (BRC) and employee brand commitment (EBC) by investigating the moderating role of EBC on the relationship...