Описание: Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand`s identity, so called brand citizenship behavior. This research further analyzes the impact of an individual`s cultural values on brand commitment which is an antecedent to brand citizenship behavior.
Описание: Offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. This book focuses on brand stretching, covering such topics as how to launch brand extensions and support them. It features lessons learnt from both successes and failure in brand stretching.
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