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dc.contributor.authorBarros-Arrieta, Davidspa
dc.contributor.authorGarcía-Cali, Ernestospa
dc.date.accessioned2020-12-29T17:35:29Z
dc.date.available2020-12-29T17:35:29Z
dc.date.issued2020-11-23
dc.identifier.issn1479-1803spa
dc.identifier.issn1350-231Xspa
dc.identifier.urihttps://hdl.handle.net/11323/7642spa
dc.description.abstractRecently, internal branding has gained relevance in the marketing literature because researchers recognize that corporate brand management not only implicates external actions but also an internal approach that involves employees. Despite the growing interest, there is no consensus among authors about antecedents, dimensions, and outcomes of internal branding. In this sense, this paper aims to explore the conceptualization of internal branding and to offer opportunities for future research. The study is a systematic literature review that uses a specific database. The contributions of each article were extracted, organized, and processed following systematic procedures. This review defines internal branding as a cross-functional process that involves both marketing and human resource departments. It focuses on managing the brand internally through brand-centered human resource management, internal brand communications, and brand leadership, with the aim of achieving brand outcomes among employees (brand understanding, brand identification, brand commitment, brand loyalty, brand citizenship behaviors) so they can build brand equity in front of external stakeholders. Although a lack of consensus had been established, the literature evidenced similarities that gave rise to the conceptualization proposed in this study. Nevertheless, the discussion about internal branding is still open because there are several issues to investigate in this field.spa
dc.format.mimetypeapplication/pdfspa
dc.language.isoeng
dc.publisherCorporación Universidad de la Costaspa
dc.rightsCC0 1.0 Universalspa
dc.rights.urihttp://creativecommons.org/publicdomain/zero/1.0/spa
dc.sourceJournal of Brand Managementspa
dc.subjectInternal brandingspa
dc.subjectBrand managementspa
dc.subjectCorporate Brandspa
dc.subjectBrand equityspa
dc.subjectLiterature reviewspa
dc.titleInternal branding: conceptualization from a literature review and opportunities for future researchspa
dc.typePre-Publicaciónspa
dc.source.urlhttps://link.springer.com/article/10.1057/s41262-020-00219-1spa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.identifier.doihttps://doi.org/10.1057/s41262-020-00219-1spa
dc.identifier.instnameCorporación Universidad de la Costaspa
dc.identifier.reponameREDICUC - Repositorio CUCspa
dc.identifier.repourlhttps://repositorio.cuc.edu.co/spa
dc.type.coarhttp://purl.org/coar/resource_type/c_816bspa
dc.type.contentTextspa
dc.type.driverinfo:eu-repo/semantics/preprintspa
dc.type.redcolhttp://purl.org/redcol/resource_type/ARTOTRspa
dc.type.versioninfo:eu-repo/semantics/acceptedVersionspa
dc.type.coarversionhttp://purl.org/coar/version/c_ab4af688f83e57aaspa
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2spa


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