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.
Inhaltsverzeichnis
Brand citizenship behavior definitional foundation and conceptualization. - Brand commitment A central determinant of brand citizenship behavior. - Brand commitment determinants. - Cultural values value based operationalization of culture as measurement instruments for internal branding model. - Brand commitment in an international context.
