Antecedents of internal brand management outcomes: conceptual model and empirical validation

Rico Piehler*, Christoph Burmann

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference abstractpeer-review

Original languageEnglish
Title of host publicationLeveraging new technologies to create value
Subtitle of host publication2014 AMA Summer Marketing Educators' Conference
EditorsRebecca Hamilton, Alberto Sa Vinhas
Place of PublicationChicago
PublisherAmerican Marketing Association
Number of pages2
ISBN (Print)0877573573
Publication statusPublished - 2014
Externally publishedYes
Event2014 AMA Summer Marketing Educators’ Conference - San Francisco, United States
Duration: 1 Aug 20143 Aug 2014

Publication series

NameAMA educators' proceedings
PublisherAmerican Marketing Association
ISSN (Print)0888-1839


Conference2014 AMA Summer Marketing Educators’ Conference
Country/TerritoryUnited States
CitySan Francisco


  • internal brand management outcomes
  • internal communication
  • role modeling of management
  • operationalization of brand identity

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