Piehler, Rico; Roessler, Ayla; Burmann, Christoph - In: Journal of Product & Brand Management 30 (2021) 6, pp. 854-865
Purpose: This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the...