Internal Brand Management in an International Context
Authors: Ravens-Ocampo, Christina
- Publication in the field of economic science
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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.
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Bibliographic Information
- Bibliographic Information
-
- Book Title
- Internal Brand Management in an International Context
- Authors
-
- 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
- Edition Number
- 1
- Number of Pages
- XXI, 323
- Number of Illustrations and Tables
- 49 b/w illustrations
- Topics
