Internal Brand Management in an International Context

Name: Internal Brand Management in an International Context
Brand: Springer Nature
SKU: 9783658007546
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Springer Nature

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9783658007546

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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 brands 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 individuals cultural values on brand commitment which is an antecedent to brand citizenship behavior.

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