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Keywords: Volunteer engagement
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Journal Articles
Journal of Product & Brand Management (2021) 30 (6): 806–818.
Published: 01 February 2021
... branding. The main aim is to understand the active role of volunteers in internal branding that is in the co-creation of value. A subsidiary aim is to understand why some volunteers engage deeply and seriously in a nonprofit organization while other volunteers seem less connected? Design/methodology...
