Identity and internal branding : from internal brand management to brand citizenship behavior - a case study

Identity and internal branding from internal brand management to brand citizenship behavior - a case study

Internal brand management efforts are a valuable tool in promoting brand citizenship behavior amongst employees. Committed employees are an important asset to any organization, so examining the corporate identity, the alignment of its vision, image and culture and performing necessary internal brand...

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Bibliographic Details
Main Author: Peltola, Julia
Other Authors: Kauppakorkeakoulu, School of Business and Economics, Taloustieteet, Business and Economics, Jyväskylän yliopisto, University of Jyväskylä
Format: Master's thesis
Language:eng
Published: 2023
Subjects:
brand identity
internal brand management
brand citizenship
Markkinointi
Marketing
20423
brändit
sisäinen viestintä
yrityskuva
sisäinen markkinointi
brands
internal communication
corporate image
internal marketing
Online Access: https://jyx.jyu.fi/handle/123456789/88518

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