Abstract
Corporate Brand Management gained in importance in recent literature, but rarely in terms of cross-national effects among employees in a multinational corporation. However, a strong corporate brand can contribute to an enduring differentiating positioning of business units and products. It is not only beneficial to the relationship with external stakeholders. It can also unite and motivate internal stakeholders.
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© 2015 Academy of Marketing Science
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Loewenberg, M., Meierer, M., Chia, SL., Foscht, T. (2015). Relevance of Corporate Branding to Employee Loyalty: A Cross Country Study. In: Robinson, Jr., L. (eds) Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10864-3_120
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DOI: https://doi.org/10.1007/978-3-319-10864-3_120
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10863-6
Online ISBN: 978-3-319-10864-3
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