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Interne Markenfhrung
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Die interne Markenfhrung stellt einen zentralen Faktor fr den Markenerfolg und damit fr den Unternehmenserfolg dar. Rico Piehler entwickelt durch Integration der Erkenntnisse aus der Forschung zur internen Markenfhrung und der Organisationsforschung ein integratives Modell der internen Markenfhrung. Dieses ist theoretisch fundiert, ganzheitlich, praktisch anwendbar und hinsichtlich zentraler Zielgren (Markenwissen - Brand Commitment - Brand Citizenship Behavior) sowie ausgewhlter Determinanten auf Fallstudienbasis mit drei groen Dienstleistungsunternehmen empirisch validiert.
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