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Internal Brand Management in an International Context

Language EnglishEnglish
Book Paperback
Book Internal Brand Management in an International Context Christina Ravens
Libristo code: 01688153
Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG, October 2013
Employees with a sound knowledge of and strong commitments to a brand are likely to display behavior... Full description
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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.

About the book

Full name Internal Brand Management in an International Context
Author Christina Ravens
Language English
Binding Book - Paperback
Date of issue 2013
Number of pages 323
EAN 9783658007539
ISBN 3658007532
Libristo code 01688153
Publishers Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Weight 4497
Dimensions 148 x 210 x 19

Categories

Economics, Finance, Business & Management > Business & Management > Sales & marketing > Market research
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