Construct · 1 fields · 1 citations

brand citizenship behavior: a standalone construct

One name. One construct. A landmark on the map.

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Branding

voluntary employee behaviors outside formal roles that strengthen the brand identity.

In branding, brand citizenship behavior refers to voluntary employee behaviors outside formal roles that strengthen the brand identity. This meaning comes from Burmann (2005) in Journal of Brand Management.[1]

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Nearby constructs

identity6 fields · 14 citationsjingle · one name, six constructs

References

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279-300. https://doi.org/10.1057/palgrave.bm.2540223

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