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Beschreibung
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.
Details
| Verlag | Springer Fachmedien Wiesbaden GmbH |
| Ersterscheinung | 20. November 2013 |
| Maße | 21 cm x 14.8 cm |
| Gewicht | 451 Gramm |
| Format | Softcover |
| ISBN-13 | 9783658007539 |
| Auflage | 2014 |
| Seiten | 323 |
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