Sponsorship as an internal branding tool and its effects on employees’ identification with the brand
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DOI: 10.1057/s41262-018-0098-0
Abstract: Recent research has acknowledged that a firm’s external advertising targeted at consumers can also be used for internal branding activities. The present study extends this research stream and investigates the role of a firm’s sponsorships… read more here.
Keywords: identification brand; sponsorship; branding tool; brand ... See more keywords