Published in
Palgrave Macmillan, Journal of Brand Management, 3(25), p. 250-265
DOI: 10.1057/s41262-018-0101-9
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Strengthening internal brand equity with brand ambassador programs: development and testing of a success factor model
Journal article published in 2018 by
Holger J. Schmidt 
,
Carsten Baumgarth
,
Carsten Baumgarth
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