Employee Generativity and Company Purpose a theoretical model of their impact on Brand Advocacy

This study illustrates if the Generativity (G) concern of employees influences the Advocacy of a company. G is considered the dimension that passes on and transmits the results of the society and of the future generations. This paper has investigated this topic with a preliminary quantitative analysis conducting a pre-test analysis. The interest is about the G and the employees, as a small sample size, but we have been forced to limit the research and have also opened the ways for further research questions especially on the role of Company Purpose.