{"product_id":"internal-brand-management-in-an-international-context-von-christina-ravens","title":"Internal Brand Management in an International Context","description":"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.\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783658007539\"\u003e\u003ch3\u003e\u003c\/h3\u003e\u003c\/div\u003e","brand":"Libri","offers":[{"title":"Softcover - 9783658007539","offer_id":39433656795229,"sku":"9783658007539","price":53.49,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/7ed507fb-baf6-4ef9-9cb7-d0a477d69d49.jpg?v=1775278995","url":"https:\/\/shop.autorenwelt.de\/en\/products\/internal-brand-management-in-an-international-context-von-christina-ravens","provider":"Autorenwelt Shop","version":"1.0","type":"link"}