Integrated community-based internal branding : a holistic approach to internal branding for B2B organizations
Atul Prashar, Moutusy Maity
| Year of publication: |
2024
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|---|---|
| Authors: | Prashar, Atul ; Maity, Moutusy |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 1873-2062, ZDB-ID 2012747-9. - Vol. 120.2024, p. 62-77
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| Subject: | Brand ambassador | Community | Employee-based brand community | Internal branding | Markenführung | Brand management | Interne Markenführung | Internationales Marketing | International marketing | Markenartikel | Brand | B-to-B-Marketing | Business-to-business marketing | Social Web | Social web | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2024.05.006 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015116901