Internal Brand Management in an International Context
ISBN/ASIN: 9783658007539,9783658007546 | 2014 | English | pdf | 323/330 pages | 130 Mb
Publisher: Gabler Verlag | Author: Christina Ravens (auth.) | Edition: 1
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.