Internal Brand Management in an International Context

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
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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
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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
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10. Methods of statistical analysis
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11. Data analysis
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Part D. Conclusion and implications

12. Summary of main results
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13. Managerial implications
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14. Critical consideration of the study results and implications for future research
Christina Ravens

Keywords: Economics/Management Science, Marketing