Internal brand management in an international context [electronic resource] / Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg.

Internal brand management in an international context [electronic resource] / Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg.

9783658007546 electronic book
3658007540 electronic book
9783658007539

Wiesbaden : Springer Gabler, 2014.

English

1 online resource.

10.1007/978-3-658-00754-6 doi

HF5415.15

658.827

Employees with a sound knowledge of strong commitments to a brand are likely to display behaviors that conform to a brands 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. Christina Ravens analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further shows the impact on individuals cultural values on brand commitment which is an antecedent to brand citizenship behavior. Contents A Central Determinant of Brand Citizenship Behavior Brand Commitment Determinants Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model Brand Commitment in an International Context Target Grups Researchers and students in the fields of marketing and management Executives in these areas.

Ph.D. Leipzig Graduate School of Management 2012.

Access limited to authorized users.

Description based on print version record.

Innovatives markenmanagement ; Bd 47.

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