Objectives and outline of the study
The research objective of this study is to analyze the internal brand management model within a cross-national context and evaluate the effect of cultural value orientation and systemic value associations on brand commitment and brand citizenship behavior. Considering cultural values, this research relies on a behavioral science-oriented, identity-based internal brand management model. This study posits that organizations aware of the cultural diversity of their internal stakeholders and their cultural value orientation should integrate these aspects into internal brand initiatives to raise brand commitment and brand citizenship levels.
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