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Internal Brand Management in an International Context by Christina Ravens (Paperback, 2013)

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Product Information

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.

Product Identifiers

Publisher
Springer-Verlag Berlin and Heidelberg Gmbh & Co. Kg
ISBN-13
9783658007539
eBay Product ID (ePID)
178387190

Product Key Features

Author
Christina Ravens
Publication Name
Internal Brand Management in an International Context
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2013
Type
Textbook
Number of Pages
323 Pages

Dimensions

Item Height
210mm
Item Width
148mm
Volume
47
Item Weight
4497g

Additional Product Features

Title_Author
Christina Ravens
Series Title
Innovatives Markenmanagement
Country/Region of Manufacture
Germany

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Internal Brand Management in an International Context by Christina Ravens (Paperback, 2013)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Permaculture: A Designer's Manual by Bill Mollison (Hardcover, 1988)

Australian Native Bee Book: Keeping Stingless Bee Hives for Pets, Pollination and Sugarbag Honey by Tim Heard (Paperback, 2015)

The Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by Adam Grubb, Annie Raser-Rowland (2012, Paperback)

Empire of the Summer Moon: Quanah Parker and the Rise and Fall of the Comanches, the Most Powerful Indian Tribe in American History by S.C. Gwynne (Paperback, 2011)

Botanical Field Guide by Stefan Mager (Fold-out book or chart, 2021)

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The Hundred Years' War on Palestine: A History of Settler Colonial Conquest and Resistance by Rashid I. Khalidi (Paperback, 2020)

Save on Adult Learning & University

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Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

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