Internal Brand Management in an International Context

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 corporat...

Πλήρης περιγραφή

Λεπτομέρειες βιβλιογραφικής εγγραφής
Κύριος συγγραφέας:	Ravens, Christina (Συγγραφέας)
Συγγραφή απο Οργανισμό/Αρχή:	SpringerLink (Online service)
Μορφή:	Ηλεκτρονική πηγή Ηλ. βιβλίο
Γλώσσα:	English
Έκδοση:	Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014.
Σειρά:	Innovatives Markenmanagement ; 47
Θέματα:	Business. Marketing. Business and Management.
Διαθέσιμο Online:	Full Text via HEAL-Link

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