Overview
- 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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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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Table of contents (14 chapters)
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Front Matter
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Internal brand management conceptualizations in a cross-cultural environment
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Front Matter
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Theoretical framework and conceptual development of the internal branding model
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Front Matter
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Empirical analysis
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Front Matter
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Conclusion and implications
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Front Matter
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Back Matter
Authors and Affiliations
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.Â
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