Retailer Brand Management: Fostering Brand Citizenship

Jörn Redler ()
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Jörn Redler: Mainz University of Applied Sciences

Chapter Chapter 6 in The Retailer as a Brand, 2025, pp 411-423 from Springer

Abstract: Abstract The creation of a strong retailer brand is heavily influenced by strategies and initiatives that have an internal impact, on the organization itself and its employees. Therefore, this chapter discusses aspects of internal brand management and brand citizenship behavior for retailer brand management.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-47070-8_6

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DOI: 10.1007/978-3-658-47070-8_6

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