Adamu, Lawi and Abd Ghani, Noor Hasmini and Abdul Rahman, Maria (2017) Exploring the Impact of Internal Branding on Employee Brand Citizenship Behavior. In: 4th Conference on Business Management, 29 - 30 Oktober 2017, The Gurney Resprt Hotel & Recidences Penang, Malaysia.

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Abstract

The purpose of this study is to explore the relationship among internal branding practices and employee BCB.A self-administered questionnaire was used in obtaining data from employees of telecommunication industry.The hypotheses in the study were simultaneously tested on a sample of 254 employees out of 377 distributed, giving the response rate of 68%. SmartPls was used to assess the relationship between the variables under investigation.The findings in the study revealed positive significant relationship between brand training and employee BCB.On the other hand insignificant relationship was found between brand communication and employee BCB.Management implications and direction for future study were provided.

Item Type:	Conference or Workshop Item (Paper)
Additional Information:	eISBN 978-967-0910-76-5 Orgamized by: School of Business Management, Universiti Utara Malaysia.
Uncontrolled Keywords:	Internal Branding, Brand Citizenship Behavior, Brand Training, Brand Communication
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	School of Business Management
Depositing User:	Mrs. Norazmilah Yaakub
Date Deposited:	15 Mar 2018 01:36
Last Modified:	15 Mar 2018 01:36
URI:	https://repo.uum.edu.my/id/eprint/23675

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