Coverart for item
The Resource Internal brand management in an international context, Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg

Internal brand management in an international context, Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg

Label
Internal brand management in an international context
Title
Internal brand management in an international context
Statement of responsibility
Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg
Creator
Subject
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
Member of
http://library.link/vocab/creatorName
Ravens, Christina,
Degree
Ph.D.
Dewey number
658.827
Dissertation year
2012
Granting institution
Leipzig Graduate School of Management
Index
no index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • theses
Series statement
Innovatives markenmanagement
Series volume
Band 47
http://library.link/vocab/subjectName
  • Product management
  • Brand loyalty
  • Employee loyalty
  • International business enterprises
Label
Internal brand management in an international context, Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg
Instantiates
Publication
Antecedent source
unknown
Color
multicolored
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
Control code
ocn862234878
Dimensions
unknown
Extent
1 online resource
File format
unknown
Form of item
online
Isbn
9783658007546
Isbn Type
(electronic bk.)
Level of compression
unknown
Other control number
10.1007/978-3-658-00754-6
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)862234878
Label
Internal brand management in an international context, Christina Ravens ; foreword by Prof. Dr. Manfred Kirchgeorg
Publication
Antecedent source
unknown
Color
multicolored
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
Control code
ocn862234878
Dimensions
unknown
Extent
1 online resource
File format
unknown
Form of item
online
Isbn
9783658007546
Isbn Type
(electronic bk.)
Level of compression
unknown
Other control number
10.1007/978-3-658-00754-6
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)862234878

Library Locations

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