Abstract
This chapter focuses on empirical foundations of the internal branding model as laid out in the previous section. To validate the theory-based derivation of the hypotheses, the research pursues a two-tiered survey design consisting of preliminary and primary surveys. The purpose of the preliminary survey verifies the relevance of the research question.
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© 2014 Springer Fachmedien Wiesbaden
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Ravens, C. (2014). Structure and methodology of empirical analysis. 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_9
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DOI: https://doi.org/10.1007/978-3-658-00754-6_9
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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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