Abstract
This section provides an overview of internal branding definitions and evaluates existing internal branding models of direct relevance to the conceptualization of an internal branding model under consideration of cultural values.
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© 2014 Springer Fachmedien Wiesbaden
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Ravens, C. (2014). Status of internal brand management research. 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_5
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DOI: https://doi.org/10.1007/978-3-658-00754-6_5
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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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