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008 131029s2014 gw | s |||| 0|eng d
020 _a9783658007546
_9978-3-658-00754-6
024 7 _a10.1007/978-3-658-00754-6
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aRavens, Christina.
_eauthor.
245 1 0 _aInternal Brand Management in an International Context
_h[electronic resource] /
_cby Christina Ravens.
260 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer Gabler,
_c2014.
300 _aXXI, 323 p. 49 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
490 1 _aInnovatives Markenmanagement ;
_v47
505 0 _aBrand 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.
520 _aEmployees 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 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 individual’s 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     The Author Dr. Christina Ravens wrote her dissertation under the supervision of Prof. Dr. Manfred Kirchgeorg at the Chair of Marketing Management at HHL Leipzig Graduate School of Management. 
650 0 _aEconomics.
650 0 _aMarketing.
650 1 4 _aEconomics/Management Science.
650 2 4 _aMarketing.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783658007539
830 0 _aInnovatives Markenmanagement ;
_v47
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-658-00754-6
912 _aZDB-2-SBE
942 _2ddc
_cEBOOK
999 _c3325
_d3325