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Více informací o knize Internal Brand Management in an International Context

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• Anotace
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Anotace knihy

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.

Parametry knihy

Zařazení knihy Knihy v angličtině Economics, finance, business & management Business & management Sales & marketing

• Plný název: Internal Brand Management in an International Context
• Autor: Christina Ravens
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 323
• EAN: 9783658007539
• ISBN: 3658007532
• ID: 01688153
• Nakladatelství: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Hmotnost: 4497 g
• Rozměry: 210 × 148 × 19 mm
• Datum vydání: 30. October 2013

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