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Innovatives Markenmanagement

Internal Brand Management in an International Context

Authors: Ravens-Ocampo, Christina

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  • Publication in the field of economic science

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  • ISBN 978-3-658-00754-6
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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.

About the authors

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)

Table of contents (14 chapters)

Buy this book

eBook $79.99
price for USA in USD (gross)
  • ISBN 978-3-658-00754-6
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Softcover $99.99
price for USA in USD
  • ISBN 978-3-658-00753-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Internal Brand Management in an International Context
Authors
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