Internal Brand Management in an International Context |
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Author:
| Ravens, Christina |
Series title: | Innovatives Markenmanagement Ser. |
ISBN: | 978-3-658-00753-9 |
Publication Date: | Nov 2013 |
Publisher: | Springer Fachmedien Wiesbaden GmbH
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Book Format: | Paperback |
List Price: | USD $54.99 |
Book Description:
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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...
More DescriptionEmployees 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.