Purpose–The purpose of this paper is to build a comprehensive conceptual framework of
internal branding, to demarcate this field from employer branding and to develop an updated …

With the advent of the digital economy era, the relationship between consumers and brands
is changing. The mode of marketing, especially the paradigm of brand management, also …

Although manipulations of visual and auditory media are as old as media themselves, the
recent entrance of deepfakes has marked a turning point in the creation of fake content …

Although brand authenticity is gaining increasing interest in consumer behavior research
and managerial practice, literature on its measurement and contribution to branding theory …

Considers the significance of corporate identity, internal corporate brand/identity images,
and corporate brand identification for corporate brand orientation. Three propositions based …

Purpose This study explores the effect of internal branding on organisational financial
performance and brand loyalty with the mediating role of psychological empowerment …

Integrating identity, strategy and communications for trust, loyalty and commitment | Emerald
Insight Books and journals Case studies Expert Briefings Open Access Publish with us …

The corporate branding concept places an emphasis on employees' attitudes and
behaviours. This has given rise to internal branding and employer branding, which argue for …

Purpose This study aims to develop comprehensive definitions, conceptualizations and
measures of four internal brand management (IBM) outcomes, namely, brand …

This paper explores the interaction between brand orientation and market orientation. Brand
orientation is an inside-out, identity-driven approach that sees brands as a hub for an …