Classification of relevant terms and definitions

Chapter
Part of the Innovatives Markenmanagement book series (INMA, volume 47)

Abstract

To ensure this dissertation, its theories, and empirical analyses are convincing and comparable, it is important to ensure that primary terms and definitions are circumscribed clearly and agree to their meanings and limitations. Thus, the following terms are discussed further: brand citizenship behavior, brand commitment, culture, and cultural values.

Keywords

Posit 

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Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.LeipzigGermany

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