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 abstract

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
PagesA-19-A-20
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
Volume26
ISSN (Print)1054-0806

Conference

Conference2015 AMA Winter Marketing Educators' Conference
CountryUnited States
CitySan Antonio
Period13/02/1515/02/15

Keywords

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

Cite this