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Author Ravens, Christina, author

Title Internal brand management in an international context / Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg
Published Wiesbaden : Springer Gabler, 2014
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Description 1 online resource
Series Innovatives markenmanagement ; Band 47
Innovatives markenmanagement ; Bd. 47
Contents Brand citizenship behavior definitional foundation and conceptualization -- Brand commitment A central determinant of brand citizenship behavior -- Brand commitment determinants -- Cultural values value based operationalization of culture as measurement instruments for internal branding model -- Brand commitment in an international context
Summary Employees with a sound knowledge of strong commitments to a brand are likely to display behaviors that conform to a brands 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 individuals cultural values on brand commitment which is an antecedent to brand citizenship behavior. Contents A Central Determinant of Brand Citizenship Behavior Brand Commitment Determinants Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model Brand Commitment in an International Context Target Grups Researchers and students in the fields of marketing and management Executives in these areas
Notes Ph. D. Leipzig Graduate School of Management 2012
Print version record
Subject Product management.
Brand loyalty.
Employee loyalty.
International business enterprises -- Employees -- Psychology.
Genre/Form Academic theses.
Form Electronic book
ISBN 9783658007546 (electronic bk.)
3658007540 (electronic bk.)