Chapter 10: The coming of age of internal brand management research: looking back to look forward
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The literature on internal brand management (IBM) has accumulated over 240 Scopus-indexed articles in the last two decades since the first seminal studies. This chapter undertakes a systematic literature review complemented with a bibliometric cluster analysis to highlight the studies with the most impact, the dominant themes, as well as the authors driving this emerging research phenomenon. The analysis provides a roadmap of the theories, methods and contexts that have been used in past studies and proposes a number of meaningful and relevant contemporary research avenues. As IBM research matures with increasingly repetitive studies, future investigations are encouraged to emphasize more actionable and meaningful research topics for academia and businesses, as well as to develop strong theoretical underpinnings and diverse research methods to break new ground.

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