| Internal Brand Management in an International Context 2014 Edition Contributor(s): Ravens, Christina (Author) |
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ISBN: 3658007532 ISBN-13: 9783658007539 Publisher: Springer Gabler OUR PRICE: $52.24 Product Type: Paperback Published: November 2013 |
| Additional Information |
| BISAC Categories: - Business & Economics | Marketing - General |
| Dewey: 658.8 |
| Series: Innovatives Markenmanagement |
| Physical Information: 0.78" H x 5.83" W x 8.27" (1.01 lbs) 323 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand's identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual's cultural values on brand commitment which is an antecedent to brand citizenship behavior. |