Löhndorf et al., 2014 - Google Patents
Internal branding: Social identity and social exchange perspectives on turning employees into brand championsLöhndorf et al., 2014
- Document ID
- 11328407622341390484
- Author
- Löhndorf B
- Diamantopoulos A
- Publication year
- Publication venue
- Journal of Service research
External Links
Snippet
Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity …
- 230000006399 behavior 0 abstract description 118
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