Holger J. Schmidt

University of Applied Sciences Koblenz

RheinAhrCampus

Suedallee 2

Remagen, D-53424

Germany

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Strengthening Internal Brand Equity with Brand Ambassador Programs: Development and Testing of a Success Factor Model

Journal of Brand Management, Vol. 25, Issue 3, 2018
Number of pages: 16 Posted: 16 May 2018
Holger J. Schmidt and Carsten Baumgarth
University of Applied Sciences Koblenz and Berlin School of Economics and Law
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Abstract:

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Brand ambassador, Case study research, Internal branding, Brand orientation, Success factors