International Corporate Brand Management von Markus Meierer | Evaluating Standardized Corporate Branding Across Countries | ISBN 9783834924605

International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

von Markus Meierer
Buchcover International Corporate Brand Management | Markus Meierer | EAN 9783834924605 | ISBN 3-8349-2460-1 | ISBN 978-3-8349-2460-5

International Corporate Brand Management

Evaluating Standardized Corporate Branding Across Countries

von Markus Meierer
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.