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Building brand community membership within organizations: a viable internal branding alternative?

Devasagayam, P. Raj; Buff, Cheryl L.; Aurand, Timothy W.; … - In: The journal of product & brand management 19 (2010) 3, pp. 210-218

Persistent link: https://www.econbiz.de/10008426047

Building brand community membership within organizations: a viable internal branding alternative?

Devasagayam, P. Raj; Buff, Cheryl L.; Aurand, Timothy W.; … - In: The journal of product & brand management 19 (2010) 3, pp. 210-217

Persistent link: https://www.econbiz.de/10003993652

GeoFree BrandComms : building and sustaining virtual brand communities

Devasagayam, P. Raj; VanDen Heuvel, Dana - In: Branding and sustainable competitive advantage : …, (pp. 177-188). 2012

Persistent link: https://www.econbiz.de/10009707101

A multidimensional conceptualization of brand community : an empirical investigation

Devasagayam, P. Raj; Buff, Cheryl L. - In: Sport marketing quarterly : preferred journal of the … 17 (2008) 1, pp. 20-29

Persistent link: https://www.econbiz.de/10003763433

Building brand community membership within organizations: a viable internal branding alternative?

Raj Devasagayam, P.; Buff, Cheryl L.; Aurand, Timothy W.; … - In: Journal of Product & Brand Management 19 (2010) 3, pp. 210-217

Purpose – This paper seeks to propose and test the appropriateness of a brand community within an internal branding framework. Design/methodology/approach – Using the multidimensional constructs of brand community and the strengths of internal branding strategies, this study explores the...

Persistent link: https://www.econbiz.de/10014896156