Internal Brand Management in an International Context

Released on by Christina Ravens
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  • Internal Brand Management in an International Context Book Detail

  • Author : Christina Ravens
  • Release Date : 2013-10-29
  • Publisher : Springer Science & Business Media
  • Genre : Business & Economics
  • Pages : 330
  • ISBN 13 : 3658007540
  • File Size : 61,61 MB
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Internal Brand Management in an International Context by Christina Ravens PDF Summary

Book Description: 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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