Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Year of publication: |
May 2018
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Authors: | Schmidt, Holger J. ; Baumgarth, Carsten |
Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 25.2018, 3, p. 250-265
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Subject: | Brand ambassador | Case study research | Internal branding | Brand orientation | Seccess factors | Markenführung | Brand management | Erfolgsfaktor | Success factor | Markenimage | Brand image | Internationales Marketing | International marketing | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour |
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