Internal Brand Management in an International Context (Innovatives Markenmanagement)
Internal Brand Management in an International Context (Innovatives Markenmanagement) by Christina Ravens
English | 2013 | ISBN: 3658007532 | ISBN-13: 9783658007539 | 288 pages | PDF | 130 MB
English | 2013 | ISBN: 3658007532 | ISBN-13: 9783658007539 | 288 pages | PDF | 130 MB
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.