Purpose This study aims to examine the internal brand knowledge dissemination process in
the banking sector and its effects on employees. Specifically, it focuses on the key roles of …

The study aims to meta-analyse the role of brand commitment (BC) in internal branding
practices (IB) and brand citizenship behaviours (BCB) relationships in service context …

Muhammadiyah is a social organization based on the guidelines of the Al-Qur'an & Al-
Hadith as the ideology in carrying out all its activities. Internal circles refer to this term as" …

In service-dominant organizations, employees are considered indispensable building blocks
in enhancing the service quality and strengthening the brand image. Hence, the alignment …

The success of a company depends greatly on the performance of its staff. Moreover, the
customer perception of an organization's brand and the customer experience with that brand …

This research investigated the concept of employee brand performance in the context of
banks, which is an under-investigated topic. Both literature and practice show that branding …

Many companies aware their employees are the most important stakeholder and their
understanding about the brand is essential even before customers. Employees branding or …

In the area of​​ organizational behavior, leadership is one of the most prominent factors
influencing the behavior of the organization's staff toward brand performance. The present …

Organizational citizenship behavior is valued as work-related behavior that is not related to
the formal organizational reward system, and, in aggregate, encourages the effective …

In the last decade, companies have been started to give more importance to employees,
recognized them as a competitive advantage and pursuing organization tools to engage …