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

Rico Piehler; Michael Schade; Christoph Burmann

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 proceeding › Conference abstract › peer-review

Original language	English
Title of host publication	Marketing in a global, digital, and connected world
Subtitle of host publication	Proceedings of the 2015 Winter Marketing Educators’ Conference
Editors	Tom Brown, Vanitha Swaminathan
Place of Publication	Chicago
Publisher	American Marketing Association
Pages	A-19-A-20
Number of pages	2
ISBN (Print)	0877573573
Publication status	Published - 2015
Externally published	Yes
Event	2015 AMA Winter Marketing Educators' Conference - San Antonio, United States Duration: 13 Feb 2015 → 15 Feb 2015

Publication series

Name	AMA Educators Proceedings
Publisher	American Marketing Association
Volume	26
ISSN (Print)	1054-0806

Conference

Conference	2015 AMA Winter Marketing Educators' Conference
Country/Territory	United States
City	San Antonio
Period	13/02/15 → 15/02/15

Keywords

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

Cite this

Piehler, R., Schade, M., & Burmann, C. (2015). Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior. In T. Brown, & V. Swaminathan (Eds.), Marketing in a global, digital, and connected world: Proceedings of the 2015 Winter Marketing Educators’ Conference (pp. A-19-A-20). (AMA Educators Proceedings; Vol. 26). American Marketing Association.

Piehler, Rico ; Schade, Michael ; Burmann, Christoph. / Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior. Marketing in a global, digital, and connected world: Proceedings of the 2015 Winter Marketing Educators’ Conference. editor / Tom Brown ; Vanitha Swaminathan. Chicago : American Marketing Association, 2015. pp. A-19-A-20 (AMA Educators Proceedings).

@inbook{78b5eedf98224396982e3c3c69ab5e1b,

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

keywords = "internal brand management, brand citizenship behavior, brand commitment, brand understanding, internal communication, external communication",

author = "Rico Piehler and Michael Schade and Christoph Burmann",

year = "2015",

language = "English",

isbn = "0877573573",

series = "AMA Educators Proceedings",

publisher = "American Marketing Association",

pages = "A--19--A--20",

editor = "Tom Brown and Vanitha Swaminathan",

booktitle = "Marketing in a global, digital, and connected world",

address = "United States",

note = "2015 AMA Winter Marketing Educators' Conference ; Conference date: 13-02-2015 Through 15-02-2015",

}

Piehler, R, Schade, M & Burmann, C 2015, Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior. in T Brown & V Swaminathan (eds), Marketing in a global, digital, and connected world: Proceedings of the 2015 Winter Marketing Educators’ Conference. AMA Educators Proceedings, vol. 26, American Marketing Association, Chicago, pp. A-19-A-20, 2015 AMA Winter Marketing Educators' Conference, San Antonio, United States, 13/02/15.

Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior. / Piehler, Rico; Schade, Michael; Burmann, Christoph.
Marketing in a global, digital, and connected world: Proceedings of the 2015 Winter Marketing Educators’ Conference. ed. / Tom Brown; Vanitha Swaminathan. Chicago: American Marketing Association, 2015. p. A-19-A-20 (AMA Educators Proceedings; Vol. 26).

Research output: Chapter in Book/Report/Conference proceeding › Conference abstract › peer-review

TY - CHAP

T1 - Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior

AU - Piehler, Rico

AU - Schade, Michael

AU - Burmann, Christoph

PY - 2015

Y1 - 2015

KW - internal brand management

KW - brand citizenship behavior

KW - brand commitment

KW - brand understanding

KW - internal communication

KW - external communication

UR - https://www.ama.org/wp-content/uploads/2019/02/2015-ama-winter-proceedings.pdf

M3 - Conference abstract

SN - 0877573573

T3 - AMA Educators Proceedings

SP - A-19-A-20

BT - Marketing in a global, digital, and connected world

A2 - Brown, Tom

A2 - Swaminathan, Vanitha

PB - American Marketing Association

CY - Chicago

T2 - 2015 AMA Winter Marketing Educators' Conference

Y2 - 13 February 2015 through 15 February 2015

ER -

Piehler R, Schade M, Burmann C. Internal and external communication as antecedents of employee brand understanding, brand commitment, and brand citizenship behavior. In Brown T, Swaminathan V, editors, Marketing in a global, digital, and connected world: Proceedings of the 2015 Winter Marketing Educators’ Conference. Chicago: American Marketing Association. 2015. p. A-19-A-20. (AMA Educators Proceedings).

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

Publication series

Conference

Keywords

Other files and links

Cite this