The effect of internal branding on brand citizenship behavior and service performance
Abstract Service is a fast-increasing industry in the global economy in general and in Vietnam in particular. Therefore, service companies need to recognize the importance of employees in service and cultivate specialized manpower and systematic internal brand management. The current study aims to e...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
SpringerOpen
2025-07-01
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| Series: | Journal of Innovation and Entrepreneurship |
| Subjects: | |
| Online Access: | https://doi.org/10.1186/s13731-025-00539-z |
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