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Hsu-Hsin Chiang,Tzu-Shian Han,David McConville 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.10
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.
Hsu-Hsin Chiang,Tzu-Shian Han,David McConville 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
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.