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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.
Additional Information:
| Title | : Internal Brand Management in an International Context |
| Author | : Christina Ravens |
| Item ID | : JIfFBAAAQBAJ |
| Publisher | : Springer Science & Business Media |
| Type | : BOOK |
| Format File | : PDF & EPUB |
| Android/iOS | : Install “Google Play Books” |
| Page Count | : 323 |
| Category | : Business & Economics |
| Published Date | : 2013-10-29 |
| Language | : en |
| Isbn 10 | : 3658007540 |
| Isbn 13 | : 9783658007546 |
| Sale Info | : FOR_SALE |
| Price | : 83.19 EUR |
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