Internal brand management in an international context
Resource Information
The work Internal brand management in an international context represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.
The Resource
Internal brand management in an international context
Resource Information
The work Internal brand management in an international context represents a distinct intellectual or artistic creation found in University of Missouri-St. Louis Libraries. This resource is a combination of several types including: Work, Language Material, Books.
- Label
- Internal brand management in an international context
- Statement of responsibility
- Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg
- Subject
-
- Affaires
- BUSINESS & ECONOMICS -- Industrial Management
- BUSINESS & ECONOMICS -- Management
- BUSINESS & ECONOMICS -- Management Science
- BUSINESS & ECONOMICS -- Organizational Behavior
- Brand loyalty
- Brand loyalty
- Electronic books
- Employee loyalty
- Employee loyalty
- International business enterprises -- Employees | Psychology
- Product management
- Product management
- Science économique
- Academic theses
- Academic theses
- Language
- eng
- Summary
- Employees with a sound knowledge of strong commitments to a brand are likely to display behaviors that conform to a brands 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 individuals 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
- Cataloging source
- GW5XE
- Degree
- Ph. D.
- Dewey number
- 658.827
- Dissertation year
- 2012
- Granting institution
- Leipzig Graduate School of Management
- Index
- no index present
- LC call number
- HF5415.15
- Literary form
- non fiction
- Nature of contents
-
- dictionaries
- theses
- Series statement
- Innovatives markenmanagement
- Series volume
- Band 47
Context
Context of Internal brand management in an international contextWork of
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