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Internal Brand Management in an International Context (Innovatives Markenmanagement)

Internal Brand Management in an International Context (Innovatives Markenmanagement)

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  • ISBN-13: 9783658007539
  • Publisher: Springer Gabler
  • Release Date: Nov 30, 2013
  • Edition: 2014
  • Pages: 323 pages
  • Dimensions: 0.79 x 8.27 x 5.83 inches

Overview

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.

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