Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior
Sign Up to like & getrecommendations! Published in 2022 at "PLoS ONE"
DOI: 10.1371/journal.pone.0264379
Abstract: The existing literature on internal branding has often adopted a managerial-based approach and seldom considered employees’ perceptions. Therefore, there is a need to understand the perspective of frontline and non-managerial employees. In this context, the… read more here.
Keywords: sustainable competitive; brand; competitive advantage; brand citizenship ... See more keywords
The Hometown Is Hard to Leave, the Homesickness Is Unforgettable—The Influence of Homesickness Advertisement on Hometown Brand Citizenship Behavior of Consumers
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DOI: 10.3390/bs13010054
Abstract: The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn… read more here.
Keywords: homesickness advertising; homesickness; hometown brand; brand ... See more keywords