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Internal Brand Management in an International Context (Paperback, 2014 ed.) Loot Price: R1,663
Discovery Miles 16 630
You Save: R351 (17%)
Internal Brand Management in an International Context (Paperback, 2014 ed.): Christina Ravens

Internal Brand Management in an International Context (Paperback, 2014 ed.)

Christina Ravens

Series: Innovatives Markenmanagement, 47

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List price R2,014 Loot Price R1,663 Discovery Miles 16 630 | Repayment Terms: R154 pm x 12* You Save R351 (17%)

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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.

General

Imprint: Springer Gabler
Country of origin: Germany
Series: Innovatives Markenmanagement, 47
Release date: October 2013
First published: 2014
Authors: Christina Ravens
Dimensions: 210 x 148 x 20mm (L x W x T)
Format: Paperback
Pages: 323
Edition: 2014 ed.
ISBN-13: 978-3-658-00753-9
Categories: Books > Business & Economics > Business & management
Books > Business & Economics > Business & management > Sales & marketing
Books > Business & Economics > Business & management > Sales & marketing > General
Books > Business & Economics > Promotions
LSN: 3-658-00753-2
Barcode: 9783658007539

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