Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior

Rico Piehler*, Michael Schade, Christoph Burmann

*Corresponding author for this work

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

Original languageEnglish
Title of host publicationMarketing in a global, digital, and connected world
Subtitle of host publicationProceedings of the 2015 Winter Marketing Educators’ Conference
EditorsTom Brown, Vanitha Swaminathan
Place of PublicationChicago
PublisherAmerican Marketing Association
Number of pages2
ISBN (Print)0877573573
Publication statusPublished - 2015
Externally publishedYes
Event2015 AMA Winter Marketing Educators' Conference - San Antonio, United States
Duration: 13 Feb 201515 Feb 2015

Publication series

NameAMA Educators Proceedings
PublisherAmerican Marketing Association
ISSN (Print)1054-0806


Conference2015 AMA Winter Marketing Educators' Conference
Country/TerritoryUnited States
CitySan Antonio


  • internal brand management
  • brand citizenship behavior
  • brand commitment
  • brand understanding
  • internal communication
  • external communication

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