Purpose The concept of employee-based brand equity (EBBE) has been the center of
scholars' attention in the field of marketing and brand management. The brand is one of the …

The hometown brand is symbolic of a hometown and can induce homesickness in
consumers. Especially for those who live in other countries, it can stimulate their inner sense …

Aimed at achieving employee–based brand equity, internal branding is a new strategy to
assure that employees act in accordance with brand commitment. Since in service …

This study aimed to determine how four dimensions of employees' brand citizenship
behaviors (BCBs)—brand helping behavior, brand acceptance, brand missionary, and …

This study examined the relationship between sustainable products with brand citizenship of
fast moving consumer goods. An analysis was conducted on a survey data of 128 students …

Sessenta e cinco anos passados desde a Declaração Schuman, no dia 9 de maio de 1950,
a União Europeia (UE) enfrenta um ceticismo crescente por parte dos seus cidadãos, que …