Conceptualising the role of internal branding in value creation and sustainable development of the firm
The purpose of this paper is to focus on the impact of internal branding on value co creation and its outcomes. This is a conceptual paper that explains the significant role played of employer and employee relationship through internal branding affecting value creation that result into innovativeness of the firm and competitive advantage. Future studies can empirically test the conceptual model proposed in the present study using various statistical techniques in order to establish the relationship.
Tisha. Conceptualising the role of internal branding in value creation and sustainable development of the firm. International Journal of Multidisciplinary Research and Development, Volume 1, Issue 1, 2014, Pages 115-117