{"title":"解读 \"活出品牌 \"的效果：资源生成展望","authors":"Sonia Kashyap, Lakhwinder Singh Kang","doi":"10.1080/10696679.2024.2305455","DOIUrl":null,"url":null,"abstract":"Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding ac...","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"4 1","pages":""},"PeriodicalIF":4.4000,"publicationDate":"2024-01-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Unraveling the effects of “living the brand”: a resource generating outlook\",\"authors\":\"Sonia Kashyap, Lakhwinder Singh Kang\",\"doi\":\"10.1080/10696679.2024.2305455\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding ac...\",\"PeriodicalId\":16424,\"journal\":{\"name\":\"Journal of Marketing Theory and Practice\",\"volume\":\"4 1\",\"pages\":\"\"},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-22\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Theory and Practice\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10696679.2024.2305455\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2024.2305455","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
Unraveling the effects of “living the brand”: a resource generating outlook
Grounded in the Job Demands-Resources (JD-R), Conservation of Resources (COR) model, and Social Exchange Theory (SET), the present study has developed an integrated model where internal branding ac...
期刊介绍：
The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.
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