Innovatives Markenmanagement

Ravens, Christina

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.

Details

Published by: Springer Gabler

Publication Date: 2013-11-20

Format: Paperback

ISBN-13: 9783658007539

DOI: 10.1007/978-3-658-00754-6

Dimensions: 210cm x148cm

Pages: 323