Identitätsbasierte Markenführung C Burmann, T Halaszovich, M Schade, R Piehler 3rd edition, Springer., 2018 | 632* | 2018 |
The importance of employee brand understanding, brand identification, and brand commitment in realizing brand citizenship behaviour R Piehler, C King, C Burmann, L Xiong European Journal of Marketing 50 (9/10), 1575-1601, 2016 | 264 | 2016 |
“That's not my job”: Exploring the employee perspective in the development of brand ambassadors L Xiong, C King, R Piehler International Journal of Hospitality Management 35, 348-359, 2013 | 243 | 2013 |
Interne Markenführung R Piehler | 150* | 2011 |
Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relationships among construct dimensions R Piehler Journal of Brand Management 25 (3), 217–234, 2018 | 100 | 2018 |
Consumers' online brand-related activities (COBRAs) on SNS brand pages: An investigation of consuming, contributing and creating behaviours of SNS brand page followers R Piehler, M Schade, B Kleine-Kalmer, C Burmann European Journal of Marketing 53 (9), 1833-1853, 2019 | 96 | 2019 |
Sport club brand personality scale (SCBPS): A new brand personality scale for sport clubs M Schade, R Piehler, C Burmann Journal of Brand Management 21 (7-8), 650-663, 2014 | 94 | 2014 |
Internal Branding—Relevance, Management and Challenges R Piehler, S Hanisch, C Burmann Marketing Review St. Gallen 32 (1), 52-61, 2015 | 83 | 2015 |
Internal brand management: introduction to the special issue and directions for future research R Piehler, D Grace, C Burmann Journal of Brand Management 25 (3), 197–201, 2018 | 77 | 2018 |
Employees as a second audience: the effect of external communication on internal brand management outcomes R Piehler, M Schade, C Burmann Journal of Brand Management 26 (4), 445-460, 2019 | 69 | 2019 |
Traditional or ‘instafamous’ celebrity? Role of origin of fame in social media influencer marketing R Piehler, M Schade, J Sinnig, C Burmann Journal of Strategic Marketing 30 (4), 408-420, 2022 | 56 | 2022 |
Employer Branding vs. Internal Branding–Ein Vorschlag zur Integration im Rahmen der identitätsbasierten Markenführung C Burmann, R Piehler Die Unternehmung 67 (3), 223-245, 2013 | 48 | 2013 |
Reacting to negative online customer reviews: Effects of accommodative management responses on potential customers R Piehler, M Schade, I Hanisch, C Burmann Journal of Service Theory and Practice 29 (4), 401-414, 2019 | 43 | 2019 |
Increasing consumers’ intention to use location-based advertising M Schade, R Piehler, C Warwitz, C Burmann Journal of Product & Brand Management 27 (6), 661-669, 2018 | 28 | 2018 |
How cities can attract highly skilled workers as residents: the impact of city brand benefits M Schade, R Piehler, A Müller, C Burmann Journal of Product & Brand Management 27 (7), 847-857, 2018 | 25 | 2018 |
Branding’s academic–practitioner gap: managers’ views F Alpert, M Brown, E Ferrier, CF Gonzalez-Arcos, R Piehler Journal of Product & Brand Management 31 (2), 218-237, 2022 | 24 | 2022 |
The role of leadership and communication in internal city branding R Piehler, A Roessler, C Burmann Journal of Product & Brand Management 30 (6), 854-865, 2021 | 24 | 2021 |
Interne und externe Markenkommunikation im Rahmen des Internal Branding C Burmann, R Piehler Handbuch Markenführung, 1055-1078, 2019 | 12 | 2019 |
Identity-Based Brand Management C Burmann, NM Riley, T Halaszovich, M Schade, K Klein, R Piehler 2nd edition, Springer Gabler, 2023 | 6* | 2023 |
Antecedents of the intention to use location-based-advertising: advertising value, privacy concerns, and the role of brand trust: An abstract M Schade, R Piehler, C Warwitz, C Burmann 2016 Academy of Marketing Science (AMS) World Marketing Congress: Marketing …, 2017 | 6 | 2017 |