| Identitätsbasierte Markenführung: Grundlagen—Strategie—Umsetzung—Controlling C Burmann, T Halaszovich, M Schade, R Piehler Springer., 2024 | 652* | 2024 |
| 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 | 314 | 2016 |
| “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 | 258 | 2013 |
| Interne Markenführung R Piehler | 141* | 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 | 119 | 2018 |
| Identity-Based Brand Management: Fundamentals—Strategy—Implementation—Controlling C Burmann, NM Riley, T Halaszovich, M Schade, K Klein, R Piehler 2nd edition, Springer., 2023 | 114 | 2023 |
| 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 | 108 | 2019 |
| 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 | 98 | 2014 |
| Internal Branding—Relevance, Management and Challenges R Piehler, S Hanisch, C Burmann Marketing Review St. Gallen 32 (1), 52-61, 2015 | 86 | 2015 |
| 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 | 83 | 2018 |
| 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 | 68 | 2019 |
| 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 | 63 | 2022 |
| 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 | 51 | 2013 |
| 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 | 44 | 2019 |
| 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 | 31 | 2018 |
| 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 | 30 | 2021 |
| 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 | 29 | 2018 |
| 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 | 25 | 2022 |
| Interne und externe Markenkommunikation im Rahmen des Internal Branding C Burmann, R Piehler Handbuch Markenführung, 1055-1078, 2019 | 10 | 2019 |
| Branding Inside-Out: Development of the internal branding concept R Piehler The Routledge Companion to Corporate Branding, 419-441, 2022 | 6 | 2022 |
Michael SchadeUniversität BremenVerified email at uni-bremen.de
