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.
| Document Type: | Doctoral Thesis |
|---|---|
| Language: | English |
| Author: | Christina Ravens |
| Chairs and Professorships: | Chair of Marketing Management and Sustainability |
| URL: | http://link.springer.com/book/10.1007/978-3-658-00754-6 |
| Year of Completion: | 2014 |
| Note: | 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 |