Internal brand identification as metamorphic glue in the internal branding process within a retailer network
Edmund O'Callaghan & John Murray
| Year of publication: |
December 2017
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|---|---|
| Authors: | O'Callaghan, Edmund ; Murray, John |
| Published in: |
The international review of retail, distribution and consumer research. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0959-3969, ZDB-ID 1098588-8. - Vol. 27.2017, 5, p. 533-551
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| Subject: | Brand identification | internal branding | collaborative independent retailer network | strategic brand building | Ireland | Markenführung | Brand management | Irland | Einzelhandel | Retail trade | Interne Markenführung | Internal branding | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Unternehmensnetzwerk | Business network |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Konferenzbeitrag ; Conference paper ; Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/09593969.2017.1383294 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011853933