品牌内化研究综述:基于员工和组织层面的主要观点

被引：27

作者：

白长虹

邱玮

机构：

[1] 南开大学

来源：

管理世界 | 2008年 / 11期

关键词：

品牌内化; 员工; 组织; 理论综述;

D O I：

10.19744/j.cnki.11-1235/f.2008.11.018

中图分类号：

F272 [企业计划与经营决策]; F273.2 [产品管理];

学科分类号：

1201 ;

摘要：

品牌内化是一个新兴的研究主题,本文通过文献梳理,界定出该理论聚焦的两个研究层面:员工与组织,并分别依据员工和组织层面梳理、总结和评析了品牌内化的基本内涵、主要构成和驱动要素。这些研究结论为品牌内化理论发展提供了方向和依据,同时为企业品牌管理实践提出了新的工具与思路。

引用

页码：160 / 165

页数：6

共 14 条

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[9]

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