Negative employee corporate brand identification: A case study of a prominent Malaysian University corporate brand

Conference object English OPEN
Syed alwi, SF; Balmer, JMT; CheHa, N; Yen, D;

The purpose of this paper is to investigate negative employee corporate brand identification towards a business school in Malaysia. The research marshals the nascent literature of corporate brand identification (Balmer and Liao 2007; Balmer, Liao and Wang 2008) which ma... View more
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