Ravens, Christina
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
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
Nyckelord: Economics/Management Science, Marketing
- Författare
- Ravens, Christina
- Utgivare
- Springer
- Utgivningsår
- 2014
- Språk
- en
- Utgåva
- 2014
- Serie
- Innovatives Markenmanagement
- Sidantal
- 21 sidor
- Kategori
- Ekonomisk
- Format
- E-bok
- eISBN (PDF)
- 9783658007546