What is it about?
This paper examines the extent to which internal brand management impacts job satisfaction, brand commitment and intention to stay.
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Why is it important?
The research finds that executives and managers should drive internal brand management rather than waiting for human resource management.
Perspectives
This research looks at both frontline and managerial staff and considers three important dimensions: job satisfaction, brand commitment and intention to stay.
Rose Du Preez
KTH -Royal Institute of Technology
Read the Original
This page is a summary of: The impact of internal brand management on employee job satisfaction, brand commitment and intention to stay, The International Journal of Bank Marketing, February 2015, Emerald,
DOI: 10.1108/ijbm-02-2014-0031.
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