The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour
Rico Piehler, Ceridwyn King, Christoph Burmann and Lina Xiong
| Year of publication: |
2016
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|---|---|
| Authors: | Piehler, Rico ; King, Ceridwyn ; Burmann, Christoph ; Xiong, Lina |
| Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 9/10, p. 1575-1601
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| Subject: | Brand identification | Employees | Brand commitment | Internal brand management | Brand citizenship behaviour | Brand understanding | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Arbeitsverhalten | Work behaviour | Mitarbeiterbindung | Employee retention | Beziehungsmarketing | Relationship marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/EJM-11-2014-0725 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011616836