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The mediating role of brand knowledge on employees? brand citizenship behaviour: Does organizational tenure matter?

Nguyen, Long Thang Van; Lu, Vinh; Hill, Sally Rao; Conduit, Jodie


Brand knowledge is a critical factor for employee ‘living the brand’. However, literature of employee brand knowledge remains underexplored. Drawing from information processing theory and the motivation and job design perspective, this study investigates the role of brand knowledge and employee organizational tenure in the development of an internal brand and specifically its impact on employee brand citizenship behaviour. We collect data from a sample of 257 employees in branded service...[Show more]

CollectionsANU Research Publications
Date published: 2019
Type: Journal article
Source: Australasian Marketing Journal
DOI: 10.1016/j.ausmj.2019.04.003


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