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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.
| Autorius: | Christina Ravens |
| Serija: | Innovatives Markenmanagement |
| Leidėjas: | Springer Fachmedien Wiesbaden |
| Išleidimo metai: | 2013 |
| Knygos puslapių skaičius: | 348 |
| ISBN-10: | 3658007532 |
| ISBN-13: | 9783658007539 |
| Formatas: | 210 x 148 x 19 mm. Knyga minkštu viršeliu |
| Kalba: | Anglų |
Parašykite atsiliepimą apie „Internal Brand Management in an International Context“
