Liu, Xi; Mi, Bu; Li, Fei; Zou, Deqiang - In: Qualitative Market Research: An International Journal 22 (2019) 3, pp. 250-269
Purpose: This study aims to explore how the ideal employee effects of internal marketing are created and sustained. It aims to reveal the role that outbound marketing activities play in the reproduction of a brand-centric employee culture. Design/methodology/approach: From an organizational...