Strengthening internal brand equity with brand ambassador programs : development and testing of a success factor model
Holger J. Schmidt, Carsten Baumgarth
| 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 | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Internationales Marketing | International marketing | Interne Markenführung |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0101-9 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011884942