@phdthesis{Ravens2014,
  author    = {Ravens, Christina},
  title     = {Internal brand management in an international context},
  url       = {http://link.springer.com/book/10.1007/978-3-658-00754-6},
  institution = {Chair of Marketing Management and Sustainability},
  year      = {2014},
  abstract  = {Employees with a sound knowledge of 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 eironment. Christina Ravens analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further shows the impact on individual's cultural values on brand commitment which is an antecedent to brand citizenship behavior.},
  language  = {en}
}