Internal brand orientation: conceptualisation, scale development and validation
Lamprini P. Piha & George J. Avlonitis
| Year of publication: |
March 2018
|
|---|---|
| Authors: | Piha, Lamprini P. ; Aulōnitēs, Geōrgios I. |
| Published in: |
Journal of marketing management : MM. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0267-257X, ZDB-ID 645971-7. - Vol. 34.2018, 3/4, p. 370-394
|
| Subject: | Brands | internal branding | coordination | scale development | empirical study | orientation | Markenführung | Brand management | Internationales Marketing | International marketing | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Interne Markenführung | Internal branding | Markenartikel | Brand | Messung | Measurement |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2018.1445658 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011883392