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Keywords: Internal brand management
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Journal Articles
Journal:
Journal of Management History
Journal of Management History (2024) 30 (3): 475–492.
Published: 22 November 2023
... and their contribution to understanding EBBE. The three thematic groups found were: model, general causes and effects of EBBE; the role of culture, leadership and context in EBBE; and the role of brand management in EBBE (Table 1). In this way, internal brand management (IBM) gains greater prominence...
