Objectives and outline of the study

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


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.


Exploratory Factor Analysis Cultural Diversity Struct Reliability Brand Commitment Posit Conceptualization 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Springer Fachmedien Wiesbaden 2014

Authors and Affiliations

  1. 1.LeipzigGermany

Personalised recommendations