Titlebook: Internal Brand Management in an International Context; Christina Ravens Book 2014 Springer Fachmedien Wiesbaden 2014

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Placement of the study among relevant research fieldse research into behavioral assessment is largely the domain of sociology and psychology, management-related fields of academic research such as organizational behavior and marketing benefit from cross-fertilization with behavioral sciences. Despite disparate foci, organizational behavior and marketi

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Objectives and outline of the studyation and systemic value associations on brand commitment and brand citizenship behavior. Considering cultural values, this research relies on a behavioral science-oriented, identity-based internal brand management model. This study posits that organizations aware of the cultural diversity of their

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Brand citizenship behaviorployee behaviors that enhance brand identity. In the following section, brand citizenship behavior, which describes brand-supporting behaviors as a central outcome of internal branding initiatives, is reviewed. Transferred from organizational citizenship behavior, the origin and conceptualization of

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Brand commitment – A central determinant of internal brand managemente of brand commitment as an antecedent, and reviews its definitional, conceptual, and operational foundations. Since internal brand management is a relatively recent field, the findings of organizational commitment as a foundation of brand commitment are transferred to an internal branding context.

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Summary and overview of the research modelinternational context. Therefore, prior applicable and separate theoretical fields of research are consolidated into a frame of reference on which the model relevant for empirical analysis is grounded. Based on an extensive review of the literature, assumptions followed by hypotheses are developed.

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Structure and methodology of empirical analysision of the hypotheses, the research pursues a two-tiered survey design consisting of preliminary and primary surveys. The purpose of the preliminary survey verifies the relevance of the research question.

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Methods of statistical analysishods of analyzing independence and dependence are available, of which structural equation modeling, as an analysis of dependence, is common in marketing science. Structural equation modeling tests the dependent relationships of latent constructs while regression analysis is commonly applied to obser

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Summary of main resultss are important more than ever in times when brands must prove relevance and value to stakeholders as a new paradigm in brand management. New transparency and consumer empowerment challenge organizations, but strong brands still possess power to drive market growth in saturated markets. A core requi

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Managerial implicationsfer theoretical results into a managerial context. Discussed in part A, organizations strive to maintain strong brands by fostering strong customer relationships. Identified in this study, an identity-based brand management approach supports organizations to promote and protect brands.

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978-3-658-00753-9Springer Fachmedien Wiesbaden 2014