Chang, Aihwa; Chiang, Hsu‐Hsin; Han, Tzu‐Shian - In: European Journal of Marketing 46 (2012) 5, pp. 626-662
Purpose – This paper aims to investigate the process of internal brand management that makes employees identify with the corporate brand and produce positive attitudes and behaviors, thus contributing to customer satisfaction. Three constructs, brand‐centered HRM, brand psychological...