International Corporate Brand Management Evaluating Standardized Corporate Branding Across Countries
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally stand...
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| Format: | eBook |
| Language: | English |
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Wiesbaden
Gabler Verlag
2011, 2011
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| Edition: | 1st ed. 2011 |
| Series: | Handel und Internationales Marketing Retailing and International Marketing
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| Online Access: | |
| Collection: | Springer eBooks 2005- - Collection details see MPG.ReNa |
| Summary: | Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like |
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| Physical Description: | XX, 206 p. 3 illus online resource |
| ISBN: | 9783834963192 |