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Values in Internal Marketing

Living the Brand in Sustainable Banking

Values in Internal Marketing( )
Author: Brodbeck, Heinz
Series title:Wettbewerb und Regulierung Von Markten und Unternehmen Ser.
ISBN:978-3-8487-0534-4
Publication Date:Dec 2013
Publisher:Nomos Verlagsgesellschaft
Book Format:Paperback
List Price:USD $81.00
Book Description:

In banking, which circumstances instigate brand-value-aligned employee behavior and how does such behavior impact on success? Based on the creation of sustainable competitive advantages, this book investigates 'living the brand.' It reveals that 'brand orientation' and 'value fit' influence such behavior. The inner structure of 'living the brand' is defined through a time-, compliance-, and promotion component. This new model has been positively validated quantitatively and...
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