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Keywords: Brand identity
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Journal Articles
International Journal of Bank Marketing (2017) 35 (1): 2–23.
Published: 06 February 2017
...Rafael Bravo; Isabel Buil; Leslie de Chernatony; Eva Martínez Purpose The purpose of this paper is to better understand the brand identity management process from the employees’ perspective. Specifically, it explores how the different dimensions of brand identity management influence employees...
