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:
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.