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Rico Piehler
Rico Piehler
Department of Marketing, Macquarie Business School, Macquarie University, Sydney, Australia
Bestätigte E-Mail-Adresse bei mq.edu.au - Startseite
Titel
Zitiert von
Zitiert von
Jahr
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
2642016
“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
2432013
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
1002018
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
962019
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
942014
Internal Branding—Relevance, Management and Challenges
R Piehler, S Hanisch, C Burmann
Marketing Review St. Gallen 32 (1), 52-61, 2015
832015
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
772018
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
692019
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
562022
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
482013
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
432019
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
282018
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
252018
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
242022
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
242021
Interne und externe Markenkommunikation im Rahmen des Internal Branding
C Burmann, R Piehler
Handbuch Markenführung, 1055-1078, 2019
122019
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
62017
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