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Book cover
  • Book
  • © 2014

Internal Brand Management in an International Context

Authors:

  1. Christina Ravens

    1. Leipzig, Germany

    View author publications

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  • Publication in the field of economic science

  • Includes supplementary material: sn.pub/extras

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

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Table of contents (14 chapters)

  1. Front Matter

    Pages I-XXI
    PDF

  2. Internal brand management conceptualizations in a cross-cultural environment

    1. Front Matter

      Pages 1-1
      PDF

    5. Objectives and outline of the study

      • Christina Ravens
      Pages 23-25

  3. Theoretical framework and conceptual development of the internal branding model

    1. Front Matter

      Pages 27-27
      PDF

    2. Status of internal brand management research

      • Christina Ravens
      Pages 29-57

    3. Brand citizenship behavior

      • Christina Ravens
      Pages 59-68

    5. Summary and overview of the research model

      • Christina Ravens
      Pages 129-135

  4. Empirical analysis

    1. Front Matter

      Pages 137-137
      PDF

    2. Structure and methodology of empirical analysis

      • Christina Ravens
      Pages 139-145

    3. Methods of statistical analysis

      • Christina Ravens
      Pages 147-166

    4. Data analysis

      • Christina Ravens
      Pages 167-242

  5. Conclusion and implications

    1. Front Matter

      Pages 243-243
      PDF

    2. Summary of main results

      • Christina Ravens
      Pages 245-252

    3. Managerial implications

      • Christina Ravens
      Pages 253-262

  6. Back Matter

    Pages 267-323
    PDF
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About this book

Employees with a sound knowledge of and 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. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
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Authors and Affiliations

  • Leipzig, Germany

    Christina Ravens

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About 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. 

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Bibliographic Information

  • Book Title: Internal Brand Management in an International Context

  • Authors: Christina Ravens

  • Series Title: Innovatives Markenmanagement

  • DOI: https://doi.org/10.1007/978-3-658-00754-6

  • Publisher: Springer Gabler Wiesbaden

  • eBook Packages: Business and Economics, Business and Management (R0)

  • Copyright Information: Springer Fachmedien Wiesbaden 2014

  • Softcover ISBN: 978-3-658-00753-9Published: 20 November 2013

  • eBook ISBN: 978-3-658-00754-6Published: 29 October 2013

  • Series ISSN: 2627-1109

  • Series E-ISSN: 2627-1117

  • Edition Number: 1

  • Number of Pages: XXI, 323

  • Number of Illustrations: 49 b/w illustrations

  • Topics: Marketing

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Access via your institution

Buy it now

eBook USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

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