Abstract:This study aims to develop a valid instrument to measure the two mediating variables namely place brand image and engagement with the place in the relationship between place brand benefits and employees’ desire to stay in Bintulu, a newly established industrial city in the east part of Malaysia. To fulfil the objective, this study assesses the validity and reliability of instruments before carrying out the primary data collection. This instrument has been devised based on the Stimulus-Organism-Response (S-O-R)… Show more
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