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The creation of a strong retailer brand is heavily influenced by strategies and initiatives that have an internal impact, on the organization itself and its employees. Therefore, this chapter discusses aspects of internal brand management and brand citizenship behavior for retailer brand management.

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Retailer Brand Management: Fostering Brand Citizenship

  • 章节

  • 发表日期：

    2025年

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  • Jörn Redler

摘要

The creation of a strong retailer brand is heavily influenced by strategies and initiatives that have an internal impact, on the organization itself and its employees. Therefore, this chapter discusses aspects of internal brand management and brand citizenship behavior for retailer brand management.