Handel und Internationales Marketing Retailing and International Marketing: An Analysis of Consumers’ Perceptions of Corporate Reputation and its Effects Across Nations

Huber, Cathrin

Cathrin Huber investigates the reputation of multinational corporations and provides novel insights and important implications for researchers and managers based on theoretical considerations and empirical analyses. She shows that country-specific factors like cultural or political factors, but also institutional differences between countries as well as firm-specific resources in a country influence the corporate reputation-consumer behavior relationship. Additionally, an overview of the main cultural approaches and how they influence consumers’ corporate reputation perceptions is given. 

Details

Published by: Springer Gabler

Publication Date: 2017-11-07

Format: Paperback

ISBN-13: 9783658197636

DOI: 10.1007/978-3-658-19764-3

Dimensions: 210cm x148cm

Pages: 181