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.
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