| 书目名称 | Internal Brand Management in an International Context |
| 编辑 | Christina Ravens |
| 视频video | |
| 概述 | Publication in the field of economic science.Includes supplementary material: |
| 丛书名称 | Innovatives Markenmanagement |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2014 |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-00754-6 |
| isbn_softcover | 978-3-658-00753-9 |
| isbn_ebook | 978-3-658-00754-6Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | Springer Fachmedien Wiesbaden 2014 |
发表于 2025-3-21 17:09:59
