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...
Κύριος συγγραφέας: | |
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Συγγραφή απο Οργανισμό/Αρχή: | |
Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
Γλώσσα: | English |
Έκδοση: |
Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2014.
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Σειρά: | Innovatives Markenmanagement ;
47 |
Θέματα: | |
Διαθέσιμο Online: | Full Text via HEAL-Link |
Πίνακας περιεχομένων:
- 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.