The impact of internal branding on employees' brand supporting behaviour in banking
Year of publication: |
2022
|
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Authors: | Taku, Basetsana ; Saini, Yvonne Kabeya ; Abratt, Russell |
Published in: |
Services marketing quarterly. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-2977, ZDB-ID 2113057-7. - Vol. 43.2022, 2, p. 166-182
|
Subject: | brand awareness | brand commitments | brand identification | employee brand supporting behavior | Internal branding | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Internationales Marketing | International marketing | Arbeitsverhalten | Work behaviour | Arbeitskräfte | Workforce |
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