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

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Internal Brand Management in an International Context978-3-658-00754-6Series ISSN 2627-1109 Series E-ISSN 2627-1117

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Status of internal brand management researchThis section provides an overview of internal branding definitions and evaluates existing internal branding models of direct relevance to the conceptualization of an internal branding model under consideration of cultural values.

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Data analysisThis section identifies the results obtained. The analysis first evaluates the measurement model and proceeds with an evaluation of the structural model.

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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 brand citizenship behavior is analyzed.

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