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
Psychological Contract, Internal Branding and Employee Turnover in an IT Company
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DOI: 10.2478/ajis-2019-0001
Abstract: Abstract We are living in a time of huge competitiveness, where many institutions fight hard for their survival. Unemployment, exclusion, xenophobia, poverty and disrespect towards nature and our peers are causing unbearable impact to humanity.… read more here.
Keywords: company; branding psychological; internal branding; psychological contract ... See more keywords