J Prod Brand Man
Introduction
Journal of Product & Brand Management, 30(6)
INTEREST CATEGORY: MARKETING STRATEGY
POSTING TYPE: TOCs
Relationship between integrated communication effectiveness and employee-based brand equity – mediating role of psychological contract fulfillment
—R. Deepa, Rupashree Baral []
Employees as influencers: measuring employee brand equity in a social media age
—Donna Smith, Jenna Jacobson, Janice L. Rudkowski []
Are we one, or are we many? Diversity in organizational identities versus corporate identities
—Sonja Sarasvuo []
The role of instructor experiential values in shaping students’ course experiences, attitudes and behavioral intentions
—Abhishek Mishra, Shweta Jha, Rajendra Nargundkar []
Building brands through internal stakeholder engagement and co-creation
—Bill Merrilees, Dale Miller, Raisa Yakimova []
Dual foci of identification: the role of salesperson brand and organizational identification in driving brand performance
—Bashar S. Gammoh, Michael L. Mallin, Ellen Bolman Pullins []
The bidirectional complementarity between market orientation and launch proficiency affecting new product performance
—Farbod Fakhreddin, Pantea Foroudi, Mehdi Rasouli Ghahroudi []
Guest editorial
—Holger L. Schmidt, Nicholas J. Ind, Oriol Iglesias []
Employee-generated content: the role of perceived brand citizenship behavior and expertise on consumer behaviors
—Fathima Z. Saleem, Matthew A. Hawkins []
The role of leadership and communication in internal city branding
—Rico Piehler, Ayla Roessler, Christoph Burmann []