Internal Brand Management in an International Context

• Main Author: Ravens, Christina (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2014.
• Series: Innovatives Markenmanagement ; 47
• Subjects: Business.; Marketing.; Business and Management.

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...

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.