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Internal Brand Management in an International Context

af Christina Ravens

indgår i Innovatives Markenmanagement serien

Internal Brand Management in an International Context af Christina Ravens
Bag om Internal Brand Management in an International Context

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. This research further analyzes the impact of an individual's cultural values on brand commitment which is an antecedent to brand citizenship behavior.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783658007539
  • Indbinding:
  • Paperback
  • Sideantal:
  • 323
  • Udgivet:
  • 30. oktober 2013
  • Udgave:
  • 2014
  • Størrelse:
  • 210x148x20 mm.
  • Vægt:
  • 4497 g.
  • 2-15 hverdage.
  • 11. december 2024

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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. This research further analyzes the impact of an individual's cultural values on brand commitment which is an antecedent to brand citizenship behavior.

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