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Internal Brand Management in an International Context

  • Book
  • © 2014

Overview

Authors:
  1. Christina Ravens

    1. Leipzig, Germany

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  • Publication in the field of economic science
  • Includes supplementary material: sn.pub/extras

Part of the book series: Innovatives Markenmanagement (INMA, volume 47)

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Table of contents (14 chapters)

  1. Front Matter

    Pages I-XXI
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  2. Internal brand management conceptualizations in a cross-cultural environment

    1. Front Matter

      Pages 1-1
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    2. Relevance of brand commitment in a cross-cultural context

      • Christina Ravens
      Pages 3-10

    3. Classification of relevant terms and definitions

      • Christina Ravens
      Pages 11-13

    4. Placement of the study among relevant research fields

      • Christina Ravens
      Pages 15-21

    5. Objectives and outline of the study

      • Christina Ravens
      Pages 23-25

  3. Theoretical framework and conceptual development of the internal branding model

    1. Front Matter

      Pages 27-27
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    2. Status of internal brand management research

      • Christina Ravens
      Pages 29-57

    3. Brand citizenship behavior

      • Christina Ravens
      Pages 59-68

    4. Brand commitment – A central determinant of internal brand management

      • Christina Ravens
      Pages 69-127

    5. Summary and overview of the research model

      • Christina Ravens
      Pages 129-135

  4. Empirical analysis

    1. Front Matter

      Pages 137-137
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    2. Structure and methodology of empirical analysis

      • Christina Ravens
      Pages 139-145

    3. Methods of statistical analysis

      • Christina Ravens
      Pages 147-166

    4. Data analysis

      • Christina Ravens
      Pages 167-242

  5. Conclusion and implications

    1. Front Matter

      Pages 243-243
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    2. Summary of main results

      • Christina Ravens
      Pages 245-252

    3. Managerial implications

      • Christina Ravens
      Pages 253-262

    4. Critical consideration of the study results and implications for future research

      • Christina Ravens
      Pages 263-265

  6. Back Matter

    Pages 267-323
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About this book

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.

Authors and Affiliations

  • Leipzig, Germany

    Christina Ravens

About the author

Dr. Christina Ravens wrote her dissertation under the supervision of Prof. Dr. Manfred Kirchgeorg at the Chair of Marketing Management at HHL Leipzig Graduate School of Management. 

Bibliographic Information

  • Book Title: Internal Brand Management in an International Context

  • Authors: Christina Ravens

  • Series Title: Innovatives Markenmanagement

  • DOI: https://doi.org/10.1007/978-3-658-00754-6

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2014

  • Softcover ISBN: 978-3-658-00753-9Published: 20 November 2013

  • eBook ISBN: 978-3-658-00754-6Published: 29 October 2013

  • Series ISSN: 2627-1109

  • Series E-ISSN: 2627-1117

  • Edition Number: 1

  • Number of Pages: XXI, 323

  • Number of Illustrations: 49 b/w illustrations

  • Topics: Marketing

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