Band: 47, 323 Seiten, Kartoniert, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 4497 g
Reihe: Innovatives Markenmanagement
Ravens Internal Brand Management in an International ContextEmployees 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.
Weitere Infos & Material
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.