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 abstract

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
PagesC-19-C-20
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
Volume25
ISSN (Print)0888-1839

Conference

Conference2014 AMA Summer Marketing Educators’ Conference
CountryUnited States
CitySan Francisco
Period1/08/143/08/14

Keywords

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

Cite this

Piehler, R., & Burmann, C. (2014). Antecedents of internal brand management outcomes: conceptual model and empirical validation. In R. Hamilton, & A. S. Vinhas (Eds.), Leveraging new technologies to create value: 2014 AMA Summer Marketing Educators' Conference (pp. C-19-C-20). (AMA educators' proceedings; Vol. 25). Chicago: American Marketing Association.