Internal Brand Management in an International Context

Employees with a sound knowledge of 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. Christina Ravens analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further shows the impact on individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.

Contents

·         A Central Determinant of Brand Citizenship Behavior

·         Brand Commitment Determinants

·         Value Based Operationalization of Culture as Measurement Instruments for Internal Branding Model

·         Brand Commitment in an International Context

Target Grups

·         Researchers and students in the fields of marketing and management

·         Executives in these areas

The Author

Dr. Christina Ravens wrote her dissertation under the supervision of Prof. Dr. Manfred Kirchgeorg at the Chair of Marketing Management at HHL Leipzig Graduate School of Management.