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Increasing Awareness and Reputation of Merck S.A. Portugal through Employee Advocacy

H. Sonne, J. Guerreiro, B. Wohlschlegel

2018.6.27Developments in Marketing Science: Proceedings of the Academy of Marketing Science

DOI: 10.1007/978-3-030-02568-7_166

tlooto Summary

The current paper shows the implementation of an employee advocacy strategic plan as a solution to digital communication based on the results of a research on what motivates employees to commit to brand citizenship behavior.

Abstract

Abstract is not available.

Citation format

SONNE, H.; GUERREIRO, J.; WOHLSCHLEGEL, B. Increasing awareness and reputation of merck S.A. portugal through employee advocacy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2018.