Formisano, M., Pauwels, K., & Zarantonello, L. (2020). A broader view on brands’ growth and decline. International Journal of Market Research, 62(2), 127–138.

Examines an alternate way to build brand value  from scratch

Morhart, F. M., Herzog, W., & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122–142.

Identifies internal aspects of branding and how to engage employees with the brand

Sirianni, N. J., Bitner, M. J., Brown, S. W., & Mandel, N. (2013). Branded Service Encounters: Strategically Aligning Employee Behavior with the Brand Positioning. Journal of Marketing, 77(6), 108–123. 

Alignment focus - closing culture identity and image gaps

Tanwar, K., & Prasad, A. (2016). Exploring the Relationship between Employer Branding and Employee Retention. Global Business Review, 17(3_suppl), 186S-206S.

Focus on empoyer branding