Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior

• Fatima Nawaz Qureshi,

  Roles Conceptualization, Investigation, Writing – original draft

  Affiliation Faculty of Management and Sciences, Shaheed Zulfikar Ali Bhutto Institute of Science and Technology, Islamabad, Pakistan

  ⨯
• Shahid Bashir ,

  Roles Data curation, Project administration, Supervision, Writing – review & editing

  * E-mail: shahid.bashir@namal.edu.pk

  Affiliation Department of Business Studies, Namal University, Mianwali, Pakistan

  https://orcid.org/0000-0002-4740-7567

  ⨯
• Asif Mahmood,

  Roles Formal analysis, Methodology, Software, Writing – review & editing

  Affiliation Department of Business Studies, Namal University, Mianwali, Pakistan

  ⨯
• Sheraz Ahmad,

  Roles Data curation, Project administration, Validation

  Affiliation KMITL Business School, King Mongkut’s Institute of Technology Ladkrabang, Bangkok, Thailand

  ⨯
• Saman Attiq,

  Roles Resources, Validation, Visualization

  Affiliation Air University School of Management, Air University, Islamabad, Pakistan

  ⨯
• Muhammad Zeeshan

  Roles Methodology, Software, Writing – review & editing

  Affiliation UCP Business School—University of Central Punjab, Lahore, Pakistan

  ⨯