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Keywords: Employee commitment
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Journal Articles
Building employee commitment through internal branding – a meta-analytic study
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2024) 58 (5): 1241–1274.
Published: 10 April 2024
...Atul Prashar; Moutusy Maity Purpose This study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes several operationalizations of internal branding and tests the moderating effect...
