Converting internal brand knowledge into employee performance

Purpose Internal branding efforts are essential in improving employee performance in services marketing. Drawing on reformulation of attitude theory, this paper aims to contribute to the internal branding literature by positing that while internal brand knowledge (IBK) is essential for transforming...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	The journal of product & brand management 2020-04, Vol.29 (3), p.273-287
Hauptverfasser:	Ngo, Liem Viet, Nguyen, Nguyen Phong, Huynh, Kim Thien, Gregory, Gary, Cuong, Pham Hung
Format:	Artikel
Sprache:	eng
Schlagworte:	Behavior Brand equity Brand identification Cognition & reasoning Customer services Emotions Employees Identity Knowledge Literature reviews Marketing Mediators Psychologists
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!