Internal Brand Management in an International Context

By Christina Ravens

Employees with a sound knowledge of 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. Christina Ravens analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further shows the impact on individual's cultural values on brand commitment which is an antecedent to brand citizenship behavior.

• Format: Paperback
• Language: English
• ISBN: 3658007532
• ISBN13: 9783658007539
• Release Date: November 2013
• Publisher: Springer Gabler
• Length: 323 Pages
• Weight: 1.01 lbs.
• Dimensions: 0.8" x 5.8" x 8.3"