Search for dissertations about: "brand citizenship behavior"

Found 2 swedish dissertations containing the words brand citizenship behavior.

2. 1. Internal brand management in South African contact centers

   Author : Rose Du Preez; Terrence Brown; Michael Bendixen; Pejvak Oghazi; KTH; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Contact centers; internal brand management; brand citizenship behavior; brand commitment; outsourcing.; Kontaktcenter; intern varumärkesutveckling; varumärkesmedborgarskap; varumärkesengagemang; utkontraktering.; Business Studies; Företagsekonomi; Industriell ekonomi och organisation; Industrial Economics and Management;

   Abstract : Globally contact centers are ubiquitous in medium to large organizations operating in both B2B and B2C service industries. Frontline staff working in contact centers represent a major component of the way in which customers experience service organizations’ brands.There is a paucity of research on marketing in contact centers. READ MORE

4. 2. Going Above and Beyond : An Assessment of Paying it Forward Behaviour in the B2B Marketing Context

   Author : Maria Theresa Eriksson; Tim Foster; Esmail Salehi-Sangari; Julie Tinson; Luleå tekniska universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Paying it Forward; Ecosystem Citizenship Behaviour; Employer Branding; Generalised Social Exchange; Ecosystems; Paying it Forward Mindset; B2B Marketing; Kindness; Helping Behaviours; Industrial Marketing; Industriell marknadsföring;

   Abstract : Helping behavior and other acts of kindness are important in the business context as they lead to numerous positive outcomes for organizations and individuals and they can help form the foundation needed for meeting organizational goals. Acts of kindness can have a multiplying effect which can be achieved by kindness being paid back to the individual who conducted the act of kindness or paid forward to others. READ MORE