Abstract
Based on extensive evaluation of an internal branding model under consideration in a cross-national context, the objective of this section is to transfer theoretical results into a managerial context. Discussed in part A, organizations strive to maintain strong brands by fostering strong customer relationships. Identified in this study, an identity-based brand management approach supports organizations to promote and protect brands.
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© 2014 Springer Fachmedien Wiesbaden
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Ravens, C. (2014). Managerial implications. In: Internal Brand Management in an International Context. Innovatives Markenmanagement, vol 47. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-00754-6_13
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DOI: https://doi.org/10.1007/978-3-658-00754-6_13
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-00753-9
Online ISBN: 978-3-658-00754-6
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