Internal Brand Management in an International Context
Authors: Ravens-Ocampo, Christina
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- About this book
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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 analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
- About the authors
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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.
- Table of contents (14 chapters)
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Relevance of brand commitment in a cross-cultural context
Pages 3-10
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Classification of relevant terms and definitions
Pages 11-13
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Placement of the study among relevant research fields
Pages 15-21
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Objectives and outline of the study
Pages 23-25
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Status of internal brand management research
Pages 29-57
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Table of contents (14 chapters)
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- Download Sample pages 1 PDF (1.1 MB)
- Download Table of contents PDF (1.2 MB)
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Bibliographic Information
- Bibliographic Information
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- Book Title
- Internal Brand Management in an International Context
- Authors
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- Christina Ravens-Ocampo
- Series Title
- Innovatives Markenmanagement
- Series Volume
- 47
- Copyright
- 2014
- Publisher
- Gabler Verlag
- Copyright Holder
- Springer Fachmedien Wiesbaden
- eBook ISBN
- 978-3-658-00754-6
- DOI
- 10.1007/978-3-658-00754-6
- Softcover ISBN
- 978-3-658-00753-9
- Series ISSN
- 2627-1109
- Edition Number
- 1
- Number of Pages
- XXI, 323
- Number of Illustrations
- 49 b/w illustrations
- Topics
