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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. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual´s cultural values on brand commitment which is an antecedent to brand citizenship behavior.

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Brand citizenship behavior - definitional foundation and conceptualization.- Brand commitment - A central determinant of brand citizenship behavior.- Brand commitment determinants.- Cultural values - value based operationalization of culture as measurement instruments for internal branding model.- Brand commitment in an international context.

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Dr. Christina Ravens wrote her dissertation under the supervision of Prof. Dr. Manfred Kirchgeorg at the Chair of Marketing Management at HHL Leipzig Graduate School of Management.

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