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Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Schmidt, Holger J.; Baumgarth, Carsten - In: The journal of brand management : an international journal 25 (2018) 3, pp. 250-265
Persistent link: https://www.econbiz.de/10011884942
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Why doesn't our branding pay off : optimising the effects of branding through innovation
Lee, Wai Jin; O'Cass, Aron; Sok, Phyra - In: European journal of marketing : EJM 50 (2016) 3/4, pp. 509-529
Persistent link: https://www.econbiz.de/10011574456
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An empirical study of the antecedents and consequences of brand engagement
Wong, Ho Yin; Merrilees, Bill - In: Marketing intelligence & planning 33 (2015) 4, pp. 575-591
Persistent link: https://www.econbiz.de/10011381691
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The brand orientation-performance relationship : an examination of moderation effects
Hirvonen, Saku; Laukkanen, Tommi; Reijonen, Helen - In: The journal of brand management : an international journal 20 (2012/13) 8, pp. 623-641
Persistent link: https://www.econbiz.de/10010197493
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The strategic hybrid orientation and brand performance of B2B SMEs
Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, … - In: Journal of small business and enterprise development 24 (2017) 3, pp. 585-606
Persistent link: https://www.econbiz.de/10011777180
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Do proactive and reactive causes to delete a brand impact deletion success? : the role of brand orientation
Temprano-García, Víctor; Rodríguez-Escudero, Ana Isabel - In: The journal of asset management 27 (2020) 2, pp. 211-226
Persistent link: https://www.econbiz.de/10012298776
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"Do your internal branding efforts measure up?" : consumers' response to brand supporting behaviors of hospitality employees
Erkmen, Ezgi; Hancer, Murat - In: International journal of contemporary hospitality management 27 (2015) 5, pp. 878-895
Persistent link: https://www.econbiz.de/10011408127
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The internal branding process and financial performance in service companies : an examination of the required steps
Tuominen, Sasu; Hirvonen, Saku; Reijonen, Helen; … - In: The journal of brand management : an international journal 23 (2016) 3, pp. 306-326
Persistent link: https://www.econbiz.de/10011477729
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SME brand identity : its components, and performance effects
Muhonen, Timo; Hirvonen, Saku; Laukkanen, Tommi - In: The journal of product & brand management 26 (2017) 1, pp. 52-67
Persistent link: https://www.econbiz.de/10011666464
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The impact of internal branding on employees' brand supporting behaviour in banking
Taku, Basetsana; Saini, Yvonne Kabeya; Abratt, Russell - In: Services marketing quarterly 43 (2022) 2, pp. 166-182
Persistent link: https://www.econbiz.de/10013178031