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Книга ISBN13 9783659288098 - The Relationship between Internal Branding and Affective Commitment (Daniel Almgren,Peter Ek and Oliver Goransson) в магазинах, библиотеках и электронных библиотеках с он-лайн чтением

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Название: The Relationship between Internal Branding and Affective Commitment
Service firms increasingly need to rely on other attributes than traditional quality and performance of their service employees to stay truly competitive. Strong brands are essential for differentiation in today's marketplace and it becomes naturally important to align the customer contact employees with the company brand to ensure consistency in all external communication. For service firm employees to fully enact the brand and display on-brand behavior outwards it is pivotal to make them truly committed to the brand and organization. Internal branding processes have been shown to be an enabler of employee commitment to the organizational brand. As such, the aim of this study was to determine the components of internal branding in order to clarify the relationship between internal branding and brand commitment of customer contact employees. The empirical investigation was conducted in the retail sector of the service industry and took the perspective of the customer contact employee....
Авторы: Daniel Almgren,Peter Ek and Oliver Goransson
Издательство: LAP Lambert Academic Publishing
Год: 2012
Местонахождение: OZON.ru
ISBN: 9783659288098


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10 января 2015 года: Запуск базы ISBN10 и ISBN13

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