Building brand community membership within organizations: a viable internal branding alternative?

Author: Devasagayam P. Raj   Buff Cheryl L.   Aurand Timothy W.   Judson Kimberly M.  

Publisher: Emerald Group Publishing Ltd

ISSN: 1061-0421

Source: Journal of Product and Brand Management, Vol.19, Iss.3, 2010-01, pp. : 210-217

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Abstract