Internal Brand Management in an International Context

2014
ISBN: 978-3-658-00753-9
Verlag: Springer

Buch, Englisch, Band 47, 323 Seiten, Format (B × H): 148 mm x 210 mm, Gewicht: 4497 g

Reihe: Innovatives Markenmanagement

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

Zielgruppe

Research

Autoren/Hrsg.

Ravens, Christina

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensorganisation, Corporate Responsibility Multinationale Unternehmen

Inhaltsverzeichnis

Brand citizenship behavior – definitional foundation and conceptualization.- Brand commitment – A central determinant of brand citizenship behavior.- Brand commitment determinants.- Cultural values – value based operationalization of culture as measurement instruments for internal branding model.- Brand commitment in an international context.

Über Autor(innen)

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.