Obtaining employee commitment to living the brand of the organisation
In the competitive business environment, brand management is viewed as a critical success factor. The importance of building a brand-centric organisation in which employees are ambassadors for the brand is often espoused, but there has been little empirical evidence of how managers should set about...
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| Principais autores: | , |
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| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
AOSIS
2006-03-01
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| coleção: | South African Journal of Business Management |
| Acesso em linha: | https://sajbm.org/index.php/sajbm/article/view/594 |
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