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2020.11 구독 인증기관 무료, 개인회원 유료

THE MULTILEVEL EFFECT OF BRAND COMMUNICATION ON BRAND CITIZENSHIP BEHAVIOR: THE MODERATED MEDIATION OF BRANDING CULTURE AND BRAND PSYCHOLOGICAL OWNERSHIP

Hsu-Hsin Chiang, Tzu-Shian Han

Global Marketing Conference 2020 Global Marketing Conference at Seoul pp.1558-1561 글로벌지식마케팅경영학회

3,000원

2014.07 구독 인증기관 무료, 개인회원 유료

MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT

Hsu-Hsin Chiang, Tzu-Shian Han, David McConville

Global Marketing Conference 2014 Global Marketing Conference at Singapore pp.1993-1995 글로벌지식마케팅경영학회

In this paper we explore the relationships between brand-centered human resource management (HRM) and brand citizenship behavior. The roles of person-brand fit and brand commitment are discussed, and seven hypotheses presented. Using multilevel analysis, we test whether these concepts mediate the relationship between brand-centered HRM and brand citizenship behavior.

3,000원