Internal Brand Management in an International Context, Fachbücher von Christina Ravens
Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand... Mehr erfahren
Finde die besten Angebote
Bester Preis26 Punkte
Galaxus
Versandkostenfrei
Lieferzeit: 2-4 Werktage
Versandkostenfrei | Lieferzeit: 2-4 Werktage
Ähnliche Produkte
Produktdetails
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.
Informationen
Lieferzeit:2-4 Werktage
Marke:Springer