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Ravens, Christina

Internal Brand Management in an International Context

Ravens, Christina - Internal Brand Management in an International Context, ebook

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ISBN: 9783658007546
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Table of contents

Part A. Internal brand management conceptualizations in a cross-cultural environment

1. Relevance of brand commitment in a cross-cultural context
Christina Ravens

2. Classification of relevant terms and definitions
Christina Ravens

3. Placement of the study among relevant research fields
Christina Ravens

4. Objectives and outline of the study
Christina Ravens

Part B. Theoretical framework and conceptual development of the internal branding model

5. Status of internal brand management research
Christina Ravens

6. Brand citizenship behavior
Christina Ravens

7. Brand commitment – A central determinant of internal brand management
Christina Ravens

8. Summary and overview of the research model
Christina Ravens

Part C. Empirical analysis

9. Structure and methodology of empirical analysis
Christina Ravens

10. Methods of statistical analysis
Christina Ravens

11. Data analysis
Christina Ravens

Part D. Conclusion and implications

12. Summary of main results
Christina Ravens

13. Managerial implications
Christina Ravens

14. Critical consideration of the study results and implications for future research
Christina Ravens

Keywords: Economics/Management Science, Marketing

Author(s)
Publisher
Springer
Publication year
2014
Language
en
Edition
2014
Series
Innovatives Markenmanagement
Page amount
21 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9783658007546

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