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Discretionary brand-oriented behaviors performed by employees exist not only in the positive form but also in the negative form. Emotionally exhausted employees are inclined to make more negative word-of-mouth.
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This page is a summary of: Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance, Journal of Product & Brand Management, January 2020, Emerald,
DOI: 10.1108/jpbm-02-2019-2239.
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