ENGLISH

International Corporate Brand Management: Evaluating Standardized Corporate Branding Across Countries

By Markus Meierer (auth.)

Book information

Publisher
Gabler Verlag
Year
2011
ISBN
978-3-8349-2460-5, 978-3-8349-6319-2
DOI
10.1007/978-3-8349-6319-2
Language
english
Format
PDF
Filesize
1 MB (1092460 bytes)
Edition
1
Pages
206\223
Orientation
yes
Scanned
yes
Time added
2013-08-01 04:00:00
Marketing

Description

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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