Handel und Internationales Marketing Retailing and International Marketing: The Roles of Multinational Corporations’ Media Investments, National Institutions and Internet Penetration

Zimmer, Lukas

Lukas Zimmer investigates consumer responses to corporate responsibility and branding in an international context, providing new and important insights for research and practice. He analyzes how multinational corporations can benefit from consumer-perceived corporate social responsibility in various institutional contexts. Regarding corporate branding, he demonstrates that communication budget adjustments according to national internet penetration are favorable in terms of consumer behavior across nations. Moreover, he reveals beneficial and powerful dimensions of corporate social responsibility for consumer behavior in different regulative environments.

Details

Published by: Springer Gabler

Publication Date: 2025-04-13

Format: Paperback

ISBN-13: 9783658479152

DOI: 10.1007/978-3-658-47916-9

Dimensions: 210cm x148cm

Pages: 197