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THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY

Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy. Many startup companies in Jakarta are adopting this strategy i...

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Principais autores: Ananda Fortunisa, Riska Dwinda Elsyah
Formato: Artigo
Idioma:Inglês
Publicado em: Universitas Bakrie 2022-02-01
coleção:Journal Communication Spectrum
Assuntos:
internal communication
corporate communication
brand community
start-up company
millennial employee
Acesso em linha:https://journal.bakrie.ac.id/index.php/Journal_Communication_spectrum/article/view/2245
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