Internal branding: social identity and social exchange perspectives on turning employees into brand champions
Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange the...
| Main Authors: | , |
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| Format: | Others |
| Language: | en |
| Published: |
Sage
2014
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| Subjects: | |
| Online Access: | http://epub.wu.ac.at/4399/1/Journal_of_Service_Research%2D2014%2DL%C3%B6hndorf%2D310%2D25.pdf http://dx.doi.org/10.1177/1094670514522098 |