...Rico Piehler; Ceridwyn King; Christoph Burmann; Lina Xiong Purpose This study aims to develop comprehensive definitions, conceptualizations and measures of four internal brand management (IBM) outcomes, namely, brand understanding, brand identification, brand commitment and brand citizenship...

... of the contribution of direct mail value to brand commitment, drawing on a value framework that integrates social theory of engagement regimes and literature on experiential customer value. Design/methodology/approach – The empirical work of this paper is based on a rigorous four-study mixed methods design...

... employees' perspective on the relationships between internal branding and brand identification, brand commitment, brand loyalty and brand performance. It also provides an empirical investigation of potential moderators for internal branding. Following this, the quantitative research phase was conducted...