解读 "活出品牌 "的效果：资源生成展望

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2024-01-22 DOI:10.1080/10696679.2024.2305455

Sonia Kashyap, Lakhwinder Singh Kang

引用次数: 0

摘要

本研究以工作需求-资源（JD-R）、资源保护（COR）模型和社会交换理论（SET）为基础，建立了一个综合模型，其中内部品牌建设是该模型的重要组成部分。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Unraveling the effects of “living the brand”: a resource generating outlook

Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding ac...

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.