Internal Brand Management in an International Context

Front Matter....Pages I-XXI
Front Matter....Pages 1-1
Relevance of brand commitment in a cross-cultural context....Pages 3-10
Classification of relevant terms and definitions....Pages 11-13
Placement of the study among relevant research fields....Pages 15-21
Objectives and outline of the study....Pages 23-25
Front Matter....Pages 27-27
Status of internal brand management research....Pages 29-57
Brand citizenship behavior....Pages 59-68
Brand commitment – A central determinant of internal brand management....Pages 69-127
Summary and overview of the research model....Pages 129-135
Front Matter....Pages 137-137
Structure and methodology of empirical analysis....Pages 139-145
Methods of statistical analysis....Pages 147-166
Data analysis....Pages 167-242
Front Matter....Pages 243-243
Summary of main results....Pages 245-252
Managerial implications....Pages 253-262
Critical consideration of the study results and implications for future research....Pages 263-265
Back Matter....Pages 267-323