The extant literature on the use of social media marketing for recruiting higher education
students has an unstructured nature. To address this gap, this paper introduces a novel …

This study examines the link between employee engagement and internal branding. It seeks
to understand which antecedent factors healthcare professionals consider important for …

Challenged by demanding contextual conditions, public sector organizations struggle to
succeed in internal branding. The purpose of this study is to investigate the effects of value …

The relation between bureaucracy and postbureaucracy sparks debate within public
administration (PA), typically conceptualized as a 'simplistic'replacement of alternative …

Branding has become an established means for many public sector organisations to support
the desired perceptions of the organisation. While branding is often presented as useful and …

Higher education institutions have generated competitive advantages by responding to the
employment needs of the industry and designing an attractive offer to the academic …

Many authors recognize the links between brand logos and identity, but aside from being
mere symbols of the organizations that they represent, brand logos are also physical objects …

The purpose of this qualitative case study comprising 18 thematic interviews was to explore
social learning and provide an internal focus on the development path of an international …

Co-creation is a hot topic in corporate brand management. The roots of the co-creative
perspective go back to the discussions around service marketing and service dominant …

Purpose: This study aims to examine the roles of green internal branding and green inter-
functional coordination in the relationship between green brand orientation and brand …