| 書目名稱 | Internal Brand Management in an International Context |
| 編輯 | Christina Ravens |
| 視頻video | http://file.papertrans.cn/472/471192/471192.mp4 |
| 概述 | Publication in the field of economic science.Includes supplementary material: |
| 叢書名稱 | Innovatives Markenmanagement |
| 圖書封面 |  |
| 描述 | 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. |
| 出版日期 | Book 2014 |
| 版次 | 1 |
| doi | https://doi.org/10.1007/978-3-658-00754-6 |
| isbn_softcover | 978-3-658-00753-9 |
| isbn_ebook | 978-3-658-00754-6Series ISSN 2627-1109 Series E-ISSN 2627-1117 |
| issn_series | 2627-1109 |
| copyright | Springer Fachmedien Wiesbaden 2014 |
|Archiver|手機版|小黑屋|
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