Refine
Year of publication
- 2014 (1)
Document Type
- Doctoral Thesis (1)
Language
- English (1)
Institute
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.