Internal branding workflow implementation based on inter-functional effort between marketing and human resources departments

This article explains what internal branding is and how to implement it based on inter-functional efforts between marketing and human resources departments. This article reviews academic literature and business articles to consolidate definitions, processes, and practices of internal branding. Inter...

Full description

Autores:

Barros-Arrieta, David
Granados-Encinales, Ana
Fuentes-Alcántara, Liliana
Picalúa-Parra, Vivian
Ghisays-Cardozo, Margarita

Tipo de recurso:

Article of investigation

Fecha de publicación:

2024

Institución:

Corporación Universidad de la Costa

Repositorio:

REDICUC - Repositorio CUC

Idioma:

eng

OAI Identifier:

oai:repositorio.cuc.edu.co:11323/14001

Acceso en línea:

https://hdl.handle.net/11323/14001
https://repositorio.cuc.edu.co/

Palabra clave:

Internal branding
Brand strategy
Employee
Corporate brand
Human resources management

Rights

openAccess

License

Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)