An employee's perspective of co-branding separation on brand commitment
The use of co-branding as a strategy has become increasingly important to managers due to saturation in mature markets and the search for growth in emerging nations (Chul, 2009; Helmig, Huber, & Leeflang, 2008; Uggla & Asberg, 2010). In this study, a co-branded joint venture strategy is seen...
Main Author: | Munzhelele, Mukundi |
---|---|
Format: | Others |
Language: | en |
Published: |
2014
|
Subjects: | |
Online Access: | http://hdl.handle.net10539/14907 |
Similar Items
-
Investigating the relationship between corporate brand personality and employee brand commitment
by: Carter, Liam Leslie
Published: (2013) -
Employee Commitment Matters for CSR Practice, Reputation and Corporate Brand Performance—European Model
by: Wioleta Kucharska
Published: (2020-01-01) -
The effect of internal brand management on brand commitment and brand trust
by: Mouton, Estelle
Published: (2019) -
The Relationship Between Internal Branding and Affective Commitment
by: Almgren, Daniel, et al.
Published: (2012) -
Internal Branding and Brand Commitment: The Role of Years of Experience & Monthly Income
by: Najwan Adileh, et al.
Published: (2019-05-01)