relationship between brand understanding, brand identification, brand commitment, and brand citizenship behavior

November 7, 2019/in Graduate Paper Tutors /by Joseph

in the article regarding employee branding found in Piehler, King, Burmann, & Xiong (2016) the four internal brand management (IBM) are measured and a model which considers the relationship between brand understanding, brand identification, brand commitment, and brand citizenship behavior (BCB) is proposed. In your initial post, evaluate and explain what employee branding is and how it impacts brand citizenship behavior. Also, explain how employee branding can increase brand identification. Finally, apply a theoretical analysis of whether employee brand understanding increases brand commitment. Provide an example and cited support for your response.

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