rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Internal Brand Management in an International Context
  name:
    name part: Ravens, Christina.
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  origin info:
    place:
      place term: gw
    date issued: 2014
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: electronic
    form: electronic resource
    reformatting quality: access
    form: remote
    extent: XXI, 323 p. 49 illus. online resource.
  abstract: 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. Contents · A Central Determinant of Brand Citizenship Behavior · Brand Commitment Determinants · Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model · Brand Commitment in an International Context Target Grups · Researchers and students in the fields of marketing and management · Executives in these areas The Author 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. .
  table of contents: 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.
  note: by Christina Ravens.
  subject:
    topic: Business
  subject:
    topic: Marketing
  subject:
    topic: Business and Management
  subject:
    topic: Marketing
  classification: HF5410-5417.5
  classification: 658.8
  related item:
    title info:
      title: Springer eBooks
  related item:
    title info:
      title: Innovatives Markenmanagement ; 47
  identifier: 9783658007546
  identifier: http://dx.doi.org/10.1007/978-3-658-00754-6
  record info:
    record creation date: 131029
    record change date: 20151204143733.0
    record identifier: 978-3-658-00754-6