Employees as a second audience: the effect of external communication on internal brand management outcomes
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DOI: 10.1057/s41262-018-0135-z
Abstract: Although external communication affects both customers as external target groups and employees as internal target groups, internal brand management research regarding the effect of external communication on employee-related internal brand management outcomes remains limited. Therefore,… read more here.
Keywords: brand management; external communication; communication; internal brand ... See more keywords