Internal Brand Management in an International Context

  • Christina Ravens

Part of the Innovatives Markenmanagement book series (INMA, volume 47)

Table of contents

  1. Front Matter
    Pages I-XXI
  2. Internal brand management conceptualizations in a cross-cultural environment

    1. Front Matter
      Pages 1-1
    2. Christina Ravens
      Pages 23-25
  3. Theoretical framework and conceptual development of the internal branding model

    1. Front Matter
      Pages 27-27
    2. Christina Ravens
      Pages 29-57
    3. Christina Ravens
      Pages 59-68
    4. Christina Ravens
      Pages 129-135
  4. Empirical analysis

    1. Front Matter
      Pages 137-137
    2. Christina Ravens
      Pages 139-145
    3. Christina Ravens
      Pages 147-166
    4. Christina Ravens
      Pages 167-242
  5. Conclusion and implications

    1. Front Matter
      Pages 243-243
    2. Christina Ravens
      Pages 245-252
    3. Christina Ravens
      Pages 253-262
  6. Back Matter
    Pages 267-323

About this book


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 environment. 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.






·         A Central Determinant of Brand Citizenship Behavior

·         Brand Commitment Determinants

·         Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model

·         Brand Commitment in an International Context



Target Grups

·         Researchers and students in the fields of marketing and management

·         Executives in these areas



The Author

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. 

Authors and affiliations

  • Christina Ravens
    • 1
  1. 1.LeipzigGermany

Bibliographic information

  • DOI
  • Copyright Information Springer Fachmedien Wiesbaden 2014
  • Publisher Name Springer Gabler, Wiesbaden
  • eBook Packages Business and Economics
  • Print ISBN 978-3-658-00753-9
  • Online ISBN 978-3-658-00754-6
  • Buy this book on publisher's site