Internal Brand Management in an International Context is popular PDF and ePub book, written by Christina Ravens in 2013-10-29, it is a fantastic choice for those who relish reading online the Business & Economics genre. Let's immerse ourselves in this engaging Business & Economics book by exploring the summary and details provided below. Remember, Internal Brand Management in an International Context can be Read Online from any device for your convenience.
Internal Brand Management in an International Context Book PDF Summary
Employees with a sound knowledge of and 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 corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
Detail Book of Internal Brand Management in an International Context PDF
- Author : Christina Ravens
- Release : 29 October 2013
- Publisher : Springer Science & Business Media
- ISBN : 9783658007546
- Genre : Business & Economics
- Total Page : 330 pages
- Language : English
- PDF File Size : 15,7 Mb
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