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The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour

Piehler, Rico; King, Ceridwyn; Burmann, Christoph; … - In: European journal of marketing : EJM 50 (2016) 9/10, pp. 1575-1601

Persistent link: https://www.econbiz.de/10011616836

Absatzmittlergerichtetes Markenmanagement

Burmann, Christoph; Maloney, Philip - 2006 - 1. Aufl.

Persistent link: https://www.econbiz.de/10003372007

Brand authenticity : model development and empirical testing

Schallehn, Mike; Burmann, Christoph; Riley, Nicola - In: The journal of product & brand management 23 (2014) 3, pp. 192-199

Persistent link: https://www.econbiz.de/10010393867

Towards an identity-based branding

Burmann, Christoph; Hegner, Sabrina; Riley, Nicola - In: Marketing theory 9 (2009) 1, pp. 113-118

Persistent link: https://www.econbiz.de/10003826395

Identitätsbasierte Markenführung in der Lebensmittelindustrie: der Fall FRoSTA

Burmann, Christoph; Feddersen, Christian - 2007 - 1. Aufl

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Identity-Based Brand Management : Fundamentals—Strategy—Implementation—Controlling

Burmann, Christoph; Riley, Nicola-Maria; Halaszovich, … - 2023 - Second edition

The foundation of identity-based brand management -- The concept of identity-based brand management -- Strategic brand … management -- Operational brand management -- Identity-based brand controlling -- Identity-based trademark protection … -- International identity-based brand management. …