Piehler, Rico; King, Ceridwyn; Burmann, Christoph; … - In: European Journal of Marketing 50 (2016) 9/10, pp. 1575-1601
Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship behaviour (BCB). In doing so, it also aims to propose a model,...