search query: @author Wittke-Kothe, C. / total: 1
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| Author: | Herrmann, A. Huber, F. Wittke-Kothe, C. |
| Title: | Interne Markenführung - Verankerung der Markenidentität im Mitarbeiterverhalten |
| Journal: | Journal für Betriebswirtschaft
2002 : VOL. 52:5-6, p. 186-205 |
| Index terms: | Customers Employees Psychology Industries Service Models |
| Freeterms: | Brand image |
| Language: | ger |
| Abstract: | This article presents a phased model for internal branding. Internal branding can be a way for anchoring the aspired brand image (herein: a.b.i.) to a company's employees' conduct. The model provides concrete instructions on how to position the a.b.i. in employee behaviour. The model is particularly relevant for the service industry, as the brand perception of customers in this segment is formed in direct contact with employees. |
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