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Journal of Marketing Management Volume 37, 2021 - Issue 13-14

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Research Article

What about context in internal brand management? Understanding employee brand commitment in the public sector

Ulrika LeijerholtUmeå School of Business, Economics and Statistics, Umeå University, Umeå, SwedenCorrespondence[email protected]
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Pages 1243-1266 | Received 19 Sep 2019, Accepted 25 Jan 2021, Published online: 22 Apr 2021

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https://doi.org/10.1080/0267257X.2021.1909106
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Citations (6)

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Articles from other publishers (6)

Ting-Chung Huang & Chien-Ta Ho. (2023) Are Customers Always Right? The Importance of Sincerity and Keenness in Creating Retail Sustainable Development. Sustainability 15:6, pages 5579.
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Peace Kumah. (2022) Impact of SHRM on Employee Commitment in Tertiary Educational Institutions in Ghana. International Journal of Applied Management Sciences and Engineering 9:1, pages 1-22.
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Juliana Pires Pinto, Cláudia Miranda Veloso, Bruno Barbosa Sousa, Marco Valeri, Cicero Eduardo Walter & Eunice Lopes. (2022) Managerial Practices and (Post) Pandemic Consumption of Private Labels: Online and Offline Retail Perspective in a Portuguese Context. Sustainability 14:17, pages 10813.
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Asha Binu Raj. (2021) Internal branding, employees' brand commitment and moderation role of transformational leadership: an empirical study in Indian telecommunication context. Asia-Pacific Journal of Business Administration 14:3, pages 285-308.
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Galina Biedenbach, Thomas Biedenbach, Peter Hultén & Veronika Tarnovskaya. (2022) Organizational resilience and internal branding: investigating the effects triggered by self-service technology. Journal of Brand Management 29:4, pages 420-433.
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Yang Ran. (2022) Research on the Influence of Brand IP Communication on Brand Citizenship Behavior of Urban Rail Transit Employees. BCP Social Sciences & Humanities 18, pages 360-371.
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