Internal Brand Management in an International Context
Employees with a sound knowledge of 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 cor...
| Published in: | Springer eBooks |
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| Format: | eBook |
| Language: | English |
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Wiesbaden :
Springer Fachmedien Wiesbaden : Imprint: Springer Gabler,
2014.
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| Series: | Innovatives Markenmanagement ;
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| Subjects: | |
| Online Access: | http://dx.doi.org/10.1007/978-3-658-00754-6 Перейти в каталог НБ ТГУ |