International Corporate Brand Management [electronic resource] : Evaluating Standardized Corporate Branding Across Countries / by Markus Meierer.
By: Meierer, Markus [author.].
Contributor(s): SpringerLink (Online service).
Material type:
BookPublisher: Wiesbaden : Gabler, 2011Description: XX, 206p. 3 illus. online resource.Content type: text Media type: computer Carrier type: online resourceISBN: 9783834963192.Subject(s): Economics | Marketing | Economics/Management Science | MarketingDDC classification: 658.8 Online resources: Click here to access online
In:
Springer eBooksSummary: 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.
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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