Key determinants of internal brand management success: An exploratory empirical analysis

Journal of Brand Management

Volumn 16, Issue 4, 2009, Pages 264-284

  Burmann, Christoph ^a   Zeplin, Sabrina ^b   Riley, Nicola ^a  

^a UNIVERSITY OF BREMEN   (Germany)

^b BOSTON CONSULTING GROUP   (Germany)

Author keywords

Brand citizenship behaviour; Brand commitment; Brand customer relationship; Brand identity; Brand strength; Internal branding

Indexed keywords

EID: 67650233022     PISSN: 1350231X     EISSN: 14791803     Source Type: Journal    
DOI: 10.1057/bm.2008.6     Document Type: Article

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