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Internal Brand Management in an International Context
Christina Ravens
出版Springer Science & Business Media, 2013-10-29
主題Business & Economics / Marketing / GeneralBusiness & Economics / Sales & Selling / GeneralBusiness & Economics / Advertising & Promotion
ISBN36580075409783658007546
URLhttp://books.google.com.hk/books?id=JIfFBAAAQBAJ&hl=&source=gbs_api
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註釋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.