Internal Brand Management in an International Context

Name: Internal Brand Management in an International Context
Author: Christina Ravens

Paperback Engels 2013 2014e druk 9783658007539

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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.

Specificaties

ISBN13:9783658007539

Taal:Engels

Bindwijze:paperback

Aantal pagina's:323

Uitgever:Springer Fachmedien Wiesbaden

Druk:2014

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

Serie:Innovatives Markenmanagement

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Inhoudsopgave

Brand citizenship behavior – definitional foundation and conceptualization.- Brand commitment – A central determinant of brand citizenship behavior.- Brand commitment determinants.- Cultural values – value based operationalization of culture as measurement instruments for internal branding model.- Brand commitment in an international context.