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Keywords: Internal brand management
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Journal Articles
Journal of Product & Brand Management (2019) 28 (7): 893–907.
Published: 06 June 2019
... at a restaurant chain that displayed a strong brand culture and adopted internal brand management (IBM) practices. Structural equation models with carryover effects were estimated to measure the impact of BU drivers on Day 1, as well as at four and seven months of tenure. In addition, a latent growth model of BU...
