Developing Brand Ambassadors: The Role of Brand-centred HRM
In this paper, we propose the role of brand-centered human resource management (HRM) in supporting the internal branding initiative toward the development of brand ambassadors in organizations. By brand ambassadors, we mean employees who are not necessarily involved in sales or marketing job, but w...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EconJournals
2016-10-01
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| Series: | International Review of Management and Marketing |
| Online Access: | https://econjournals.com/index.php/irmm/article/view/3225 |