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- W3205345243 abstract "This research investigates the underpinning mechanism stating how internal branding influences front-line employee performance. Specifically, it investigates the mediation and serial mediation effects of work engagement and job satisfaction between internal branding and organizational citizenship behaviours towards customers (OCBC) from 623 front-line employees within public sector banks of India. Results indicate that work engagement and job satisfaction fully and serially mediate between internal branding and OCBC. Job satisfaction only fully mediates the link between internal branding and OCBC. The research provides valuable insights to academicians and bank managers to adopt internal branding and leverage OCBC through work engagement and job satisfaction." @default.
- W3205345243 created "2021-10-25" @default.
- W3205345243 creator A5035049561 @default.
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- W3205345243 date "2021-10-09" @default.
- W3205345243 modified "2023-09-27" @default.
- W3205345243 title "Exploring the Nexus Between Internal Branding and Front-line Employees Performance in Indian Public Sector Banks: Serial Mediation Approach" @default.
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- W3205345243 doi "https://doi.org/10.1177/09722629211039348" @default.
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