MULTILEVEL RELATIONSHIPS BETWEEN BRAND-CENTERED HRM AND BRAND CITIZENSHIP BEHAVIOR: MEDIATING ROLES OF PERSON-BRAND FIT AND BRAND COMMITMENT
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2014.07
- 3페이지/ 어도비 PDF
- 가격 3,000원
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서지정보
ㆍ발행기관 : 글로벌지식마케팅경영학회(GFMC)
ㆍ수록지정보 : Global Marketing Conference
ㆍ저자명 : Hsu-Hsin Chiang, Tzu-Shian Han, David McConville
영어 초록
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.
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