- Article
Nexus between Brand Love, Loyalty, Affective Commitment and Positive Word of Mouth: In the Context of Social Identity Theory
- Xinyue Wang and
- Nor Asiah Binti Omar
The aim of the current study was to examine how employees are involved in positive word of mouth (PWOM) in the presence of brand love. In this study we also investigate the mediating role of employee loyalty between employee brand love and PWOM links...