Work

The multiple mediating role of brand commitment and brand loyalty between brand identification and brand citizenship behaviour: evidence from IT companies in Bangalore

Year: 2019

Type: article

Study design: Observational Study

Source: International Journal of Indian Culture and Business Management

DOI: 10.1504/ijicbm.2019.10022596

Authors: Githa S. Heggde, Gayatri Sasi Tampi

Institutions: Jagdish Sheth School of Management, Bharathiar University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2961900761

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