Impact of internal brand management on brand performance : an empirical investigation of fashion brand
Year of publication: |
2023
|
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Authors: | Aslam, Madiha ; Gillani, Syed Hussain Mustafa ; Usman, Muhammad ; Amjad, Fiza ; Baig, Sajjad Ahmad |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 29.2023, 3, p. 405-426
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Subject: | brand performance | employee brand-building behavior | internal brand management | perceived brand ethicality | social identity theory | Markenführung | Brand management | Internationales Marketing | International marketing | Markenimage | Brand image | Mode | Fashion | Konsumentenverhalten | Consumer behaviour |
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