Internal Brand Management in an Int - E-book

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Internal Brand Management In An International Context - ENG

Christina Ravens

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Sinopsis

ISBN:	9783658007546
Formato:	Page Fidelity
Idioma:	Inglés
Editorial:	Springer Nature
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2013-10-29

Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand 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 cultural values on brand commitment which is an antecedent to brand citizenship behavior.

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