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Anglický jazyk
Internal Brand Management in an International Context
Autor: Christina Ravens
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... Viac o knihe
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O knihe
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.
- Vydavateľstvo: Springer Spektrum
- Rok vydania: 2013
- Formát: Paperback
- Rozmer: 210 x 148 mm
- Jazyk: Anglický jazyk
- ISBN: 9783658007539
