Table of contents
About this book
Employees with a sound knowledge of 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. Christina Ravens analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further shows the impact on individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
· 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
· Researchers and students in the fields of marketing and management
· Executives in these areas
Dr. Christina Ravens wrote her dissertation under the supervision of Prof. Dr. Manfred Kirchgeorg at the Chair of Marketing Management at HHL Leipzig Graduate School of Management.
- Book Title Internal Brand Management in an International Context
- Series Title Innovatives Markenmanagement
- Series Abbreviated Title Innovatives Markenmgt.
- DOI https://doi.org/10.1007/978-3-658-00754-6
- Copyright Information Springer Fachmedien Wiesbaden 2014
- Publisher Name Springer Gabler, Wiesbaden
- eBook Packages Business and Economics Business and Management (R0)
- Softcover ISBN 978-3-658-00753-9
- eBook ISBN 978-3-658-00754-6
- Edition Number 1
- Number of Pages XXI, 323
- Number of Illustrations 49 b/w illustrations, 0 illustrations in colour
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