The effect of internal brand management on brand commitment and brand trust
Magister Commercii - MCom === The focus of branding is often externally focused, yet it is the employees through their direct interaction with the brand, that can make or break the brand promise. Despite the important role of employees in building the brand, they are often overlooked in brand bui...
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| Language: | en |
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University of the Western Cape
2019
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| Online Access: | http://hdl.handle.net/11394/6690 |