Internal Brand Management in an International Context
Kurzinformation
inkl. MwSt. Versandinformationen
Artikel zZt. nicht lieferbar
Artikel zZt. nicht lieferbar
Beschreibung
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. von Ravens, Christina
Produktdetails
So garantieren wir Dir zu jeder Zeit Premiumqualität.
Über den Autor
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.
- Hardcover
- 905 Seiten
- Erschienen 2014
- Prentice Hall
- Hardcover
- 367 Seiten
- Erschienen 2017
- Campus Verlag GmbH