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Internal brand management in an international context

  • 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.

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Document Type:Doctoral Thesis
Author:Christina Ravens
Chairs and Professorships:Chair of Marketing Management and Sustainability
Year of Completion:2014
Wiesbaden: Springer Fachmedien, 2014 ISBN 978-3-658-00753-9 (print) ISBN 978-3-658-00754-6 (ebook) HHL Leipzig Graduate School of Management, Diss., 2012