This research examines underdog brand biographies— narratives on brands’ passion and determination leading to success despite the lack of resources (Paharia et al., 2011)—and shows positive
With brand consistent employee behavior like brand citizenship behavior (BCB) being the coveted outcome of internal brand management (IBM) mostly affective antecedents like brand commitment and brand
The purpose of the paper is to unify three consequential aspects of internal branding and provide research propositions by using exploratory research. Defined as a process that enables to deliver
The present research examines mental imagery elicited by advertising in the mobile medium. Using a factorial experimental design, we examine the influence of the type of message –SMS vs. MMS– and
The aim was to examine a) whether interacting (vs not interacting) with branded apps influences consumer’s cognitive and affective brand equity, (b) which type of branded app (i.e., informational