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Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citi

This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand ident

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies

This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, et

Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the mark